【作者】 于海天；

【导师】 曹霞；

【作者基本信息】 哈尔滨工程大学 ， 工商管理， 2007， 硕士

【摘要】 齐齐哈尔在国内率先提出了走可持续发展道路，建立绿色食品之都的战略口号，经过十年来的发展，绿色食品产业取得了一些成绩。当前新兴绿色食品产业迅猛发展，绿色食品市场逐渐成熟的情况下，如何运用市场营销有关理论加快绿色食品营销，对推动齐齐哈尔市绿色食品企业做大做强，巩固齐齐哈尔绿色食品产业在全国的领先地位具有重要意义。首先论文系统概述了绿色食品营销的相关理论，剖析绿色食品营销的理论基础，比较绿色食品与传统食品、有机食品的特点，绿色食品营销与传统营销的特点，在可持续发展理论的基础之上，分析了齐齐哈尔绿色食品营销现状，并指出其在发展过程中存在的绿色食品生产规模小，市场占有率低；产品结构不合理，产品附加值低，优质不优价等问题。并在此基础上，应用4P理论结合绿色食品营销特点，从绿色食品产品策略、价格策略、渠道策略、促销策略建立了齐齐哈尔市绿色食品营销策略体系。最后从结合存在的问题，提出齐齐哈尔绿色食品企业应该发挥企业的主观能动性，从政府、社会和市场等角度入手，提出加快齐齐哈尔市绿色食品营销的对策。更多还原

【Abstract】 QiQihaer took lead in sustainable development and set up green food capital city in China. After ten years development, great progress has been made in green food industry. At present, the new green food industry is developing fast and the market is better and better, so how to use marketing theory to improve the green food business and strengthen its occupation in China is of great importance.First of all this paper systematically interpreted relative theory on green food marketing, probing into its theoretical basis and different characteristics of green food compared with traditional food and organic food. Through comparison of green food and traditional food marketing, on the basis of sustainable development theory, the paper analyzed the current status of green food marketing in QiQihaer, pointed out that the production scale of green food is not large, and the market share is not big; product structure is not rational, product value-added is low and high quality product without rational price. With the above analysis and "4P" theory, combined with green food marketing characteristics, from the aspects of product, price, place and promotion strategy, a green food marketing strategy system was developed. Finally, the paper put forward that with present problems, the green food enterprises should play an active role in the marketing. Standing at the viewpoint of the government, society and market, the tactics and proposals on how to accelerate green food marketing were brought forward.更多还原