绿色食品营销策略分析

绿色食品营销策略分析(15000字)                              
摘  要：随着绿色消费浪潮的兴起，发展绿色食品、实施绿色营销成为了必然选择。湖南是一个农业大省，而长沙市作为其首府，绿色食品资源丰富，开发潜力巨大，绿色食品销售前景看好。但不容乐观的是，长沙市的绿色食品无论是数量还是质量，与国内绿色食品发达的省市比起来差距相当大，主要体现在在绿色食品营销策略的定位，没有形成有效的营销组合策略等诸多问题。本论文通过分析绿色食品市场营销的环境，对消费者的绿色消费的心理和行文展开了较为深入的实证分析，在对绿色消费者进行分类的基础上，重点分析了长沙市绿色食品营销策略的选择，并从政府、企业管理者与消费者三个角度提出了对策，为长沙市绿色食品的制定科学的有效策略提供借鉴。
关键词：食品；绿色食品；绿色食品营销；策略

Analyses of Marketing Tactic of Green Foods of Changsha
Abstract: With the rise of the green tide of consumer, development of green food and the implementation of green marketing has become the inevitable choice. Hunan is a big province of agriculture, Changsha as its capital, has green food rich in resources, development potential, prospects for green marketing. But it is not optimistic, compared with the domestic cities which the green food has development, Changsha has a big gap in quantity and quality. Especially in green marketing, there are many problems in marketing concepts behind, a low level of business organization scale, market competitiveness, marketing channels sluggish, and not to form an effective marketing mix strategy. The thesis analyzes the basic theories and concept of green food marketing, discusses the background and the present situation, does a more in-depth demonstration analyzes in green psychological and green empirical analysis of consumer. On the basis of classification and characterization of green consumers, it analyzes the choosing of strategy of green food marketing in Changsha, and brings forward the countermeasures both in governments and enterprises that should be adopted to promote the development of green food of Changsha.
Key words: Food; Green food; Green food marketing; Strategy

目  录
摘  要    1
关键词    1
一、绪论    2
（一）研究背景与意义    2
1．绿色食品营销的几个特征    2
2．绿色食品营销涉及的理论    3
3．选题目的与意义    3
（二）国内外研究现状    4
1．国外现状    4
2．国内现状    5
3．研究综述    6
二、长沙市绿色食品营销策略现状以及所面临的问题    6
（一）长沙市绿色食品营销现状分析    6
（二）长沙市绿色食品营销策略存在的问题    8
2.长沙市绿色食品的产品结构    8
3.绿色食品的价格    8
4.营销渠道    9
5.企业的推广    9
三、长沙市绿色食品营销环境分析    10
（一）长沙市绿色食品营销宏观环境分析    10
1. 政策法规环境    10
2. 社会需求分析    10
3.人口与文化环境    11
4.自然资源环境    11
（二）行业环境分析    11
1. 新进入者的威胁    11
2.替代品的威胁。    12
3.买方的讨价还价能力。    12
4.供方的讨价还价能力。    13
5.现有竞争者的竞争能力。    13
四、长沙市绿色食品营销策略的选择    13
(一) 市场定位与细分    13
(二) 营销策略的选择    14
五、结束语    15
参考文献    16
致    谢    16