【摘要】：綠色食品是指遵循可持續(xù)發(fā)展的原則,按照特定生產(chǎn)方式生產(chǎn),經(jīng)專(zhuān)門(mén)結(jié)構(gòu)認(rèn)定、許可使用專(zhuān)門(mén)標(biāo)志的無(wú)污染的安全、優(yōu)質(zhì)、營(yíng)養(yǎng)類(lèi)的食品。隨著中國(guó)經(jīng)濟(jì)的快速發(fā)展,人們的生活水平逐步提高,然而由經(jīng)濟(jì)增長(zhǎng)所帶來(lái)的環(huán)境問(wèn)題和食品安全問(wèn)題日益威脅了人類(lèi)的身體健康,以“保護(hù)環(huán)境,崇尚自然”為宗旨的綠色消費(fèi)模式興起,綠色食品正逐漸取代傳統(tǒng)食品,成為最具有市場(chǎng)發(fā)展前景的健康食品。 北大荒集團(tuán)是中國(guó)最大的現(xiàn)代農(nóng)業(yè)企業(yè)集團(tuán),依托黑龍江省豐富的農(nóng)產(chǎn)品資源,綠色食品產(chǎn)業(yè)以極快的速度獲得發(fā)展壯大,形成了具有一定知名度和美譽(yù)度的綠色食品品牌。北大荒集團(tuán)已經(jīng)成長(zhǎng)為中國(guó)最大的綠色食品生產(chǎn)基地,但是其產(chǎn)品的市場(chǎng)競(jìng)爭(zhēng)力還不強(qiáng),市場(chǎng)占有率還不高,市場(chǎng)營(yíng)銷(xiāo)還存在諸多不足。因此在激烈的市場(chǎng)競(jìng)爭(zhēng)中,如何沖破傳統(tǒng)的營(yíng)銷(xiāo)方式,提升綠色食品營(yíng)銷(xiāo)能力,成為北大荒集團(tuán)綠色食品營(yíng)銷(xiāo)的重點(diǎn)。這對(duì)于提高企業(yè)綠色食品產(chǎn)品競(jìng)爭(zhēng)力,促進(jìn)綠色食品產(chǎn)業(yè)發(fā)展具有重要的理論價(jià)值和現(xiàn)實(shí)意義。 論文以北大荒集團(tuán)綠色食品營(yíng)銷(xiāo)為研究對(duì)象,在收集和查閱國(guó)內(nèi)外大量相關(guān)資料的基礎(chǔ)上,闡述了綠色食品營(yíng)銷(xiāo)的重要理論,概括出綠色食品營(yíng)銷(xiāo)的涵義及特征。根據(jù)北大荒集團(tuán)綠色食品產(chǎn)業(yè)的實(shí)際情況,分析了其綠色食品營(yíng)銷(xiāo)現(xiàn)狀,構(gòu)建了北大荒集團(tuán)綠色食品營(yíng)銷(xiāo)績(jī)效評(píng)價(jià)體系,然后運(yùn)用層次分析法和模糊綜合評(píng)價(jià)法得出北大荒集團(tuán)綠色食品營(yíng)銷(xiāo)績(jī)效的評(píng)價(jià)值。最后,通過(guò)對(duì)北大荒集團(tuán)綠色食品營(yíng)銷(xiāo)績(jī)效評(píng)價(jià)結(jié)果的分析,闡述北大荒集團(tuán)綠色食品營(yíng)銷(xiāo)存在的主要問(wèn)題,據(jù)此提出了促進(jìn)北大荒集團(tuán)綠色食品營(yíng)銷(xiāo)的對(duì)策和建議。
[Abstract]:Green food is a kind of food that follows the principle of sustainable development, produces according to the specific production mode, and is recognized by special structure, which is safe, high quality and nutritious. With the rapid development of China's economy, people's living standards are gradually improving. However, the environmental problems and food safety problems brought about by economic growth are increasingly threatening the health of human beings, in order to "protect the environment," The green consumption mode with the aim of advocating nature is rising. Green food is gradually replacing traditional food and becoming the most promising healthy food in the market. Beidahuang Group is the largest modern agricultural enterprise group in China. Relying on the rich agricultural products resources in Heilongjiang Province, the green food industry has been developed and expanded at a very fast speed, and has formed a green food brand with certain popularity and reputation. Beidahuang Group has grown into the largest green food production base in China, but the market competitiveness of its products is not strong, the market share is not high, and there are still many shortcomings in marketing. Therefore, in the fierce market competition, how to break through the traditional marketing mode, improve the green food marketing ability, become the focus of Beidahuang group green food marketing. It is of great theoretical value and practical significance to improve the competitiveness of green food products and promote the development of green food industry. On the basis of collecting and consulting a large number of related information at home and abroad, this paper expounds the important theory of green food marketing, and generalizes the meaning and characteristics of green food marketing. According to the actual situation of the green food industry in Beidahuang Group, the present situation of green food marketing is analyzed, and the performance evaluation system of green food marketing in Beidahuang Group is constructed. Then the analytic hierarchy process and fuzzy comprehensive evaluation method are used to obtain the evaluation value of green food marketing performance of Beidahuang Group. Finally, through the analysis of the evaluation results of the green food marketing performance of Beidahuang Group, this paper expounds the main problems existing in the green food marketing of Beidahuang Group, and puts forward the countermeasures and suggestions to promote the green food marketing of the Beidahuang Group.
【學(xué)位授予單位】：東北林業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.82

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