湖南省綠色食品營(yíng)銷策略研究.pdf

1、中南林業(yè)科技大學(xué)碩士學(xué)位論文湖南省綠色食品營(yíng)銷策略研究姓名：潘濤申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：林業(yè)經(jīng)濟(jì)管理指導(dǎo)教師：鄧德勝20060601碩士學(xué)位論文湖南省綠色食品營(yíng)銷策略研究ABSTRACT≤Sincethebeginningofthe1990s，environmentalprotectionhasbecomepopularinmanytopicsofpeopleandGovernmentsItconnectedtheconsciousne

2、ssofenvironmentalprotectionandmarketing，andcomeintobeingthewayofgreenmarketingFoodistheprimaryfactorwhichhastheimmediateinfluenceonindividualhealthSothat“Greenagriculture’，“Greenfood’istheprecursorofthegreenmarketingWith

3、theriseofthegreentideofconsumerandgreenbarriersinstalled，developmentofgreenfoodandtheimplementationofgreenmarketinghasbecometheinevitablechoiceAsabigagriculturalprovince，Hunanhasgreenfoodrichinresources，developmentpotent

4、ial，prospectsforgreenmarketingButitisnotoptimistic，comparedwiththedomesticgreendevelopedprovinces，HtmanhasabiggapinquantityandqualityEspeciallyingreenmarketing，therearemanyproblemsinmarketingconceptsbehind，alowlevelofbus

5、inessorganizationsscale，marketcompetitiveness，marketingchannelssluggish，themarketbreakdownandtargetmarketpositioningerrors，andnottoformaneffectivemarketingmixstrategyIntheconditionofgreenfoodindustriesdevelopingrapidlyan

6、dthemarketexpandingconstantlyitisofmuchveryimportanttousemarketingtheorytosolvestheHunanagriculturalproductconstitutivepropertyrelativelytoomuchandtodirectgrinmarketingforthedevelopmentofgreenfoodinHunanprovinceThethesis

7、analyzesthebasictheoriesandconceptofgreenfoodmarketing，discussesthebackgroundandthepresentsituation，doesamoreindepthdemonstrationanalyzesingreenpsychologicalandgreenempiricalanalysisofconsumerOnthebasisofclassificationan

8、dcharacterizationofgreenconsumersasastartingpointofgrgenconsumption，itanalyzesthechoosingofstrategyofgreenfoodmarking，determinesthemarketingpositionandthekeypoints，andbringsforwardthecountermeasuresbothingovernmentsanden

9、terprisesthatshouldbeadoptedtopromotethedevelopmentofgreenfoodofHunanprovinceThispaperisdividedintofiveparts：1Analyzethetheoreticalbasisandsummarizethefeaturesofgreenfoodmarketing，toexplainthebasicconceptsofgreenfbodmark

10、eting，toconductanexplorationontherealvalueandtheoreticalmeaningofspeedingupgreenfoodmarketingofHunanprovince，introducedomesticandoverseasresearchsituationandputforwardresearchmethodsThispartestablishesthebasicoftheoriesf