华鹏食品绿色营销策略研究

发布时间：2018-03-16 06:48

本文选题：华鹏食品　切入点：绿色营销　出处：《中南林业科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：近来,我国食品安全事件频发,如三聚氰胺事件、瘦肉精事件到如今的塑化剂事件,食品安全问题已然成为人们心中挥之不去的梦魇。伴随着我国可持续发展战略的确立,“国际环境保护”潮流对我国企业的重大冲击,环保意识的增强使企业受到极大的外部压力,然而市场需求的变化,环保产业的兴起、“绿色产品”的走俏又给企业提供了新的发展机会,开发绿色食品、实施绿色营销成为食品企业的必然选择。谁能率先实施绿色营销,谁就能抢占市场先机。湖南省绿色食品的营销才刚刚兴起,绿色食品产业的发展也位于初步阶段。众多企业的绿色食品在发展过程中,往往重开发、轻销售。本文以我国农业产业化的重点龙头企业华鹏食品有限公司为研究对象,主要运用调查法与个案研究法相结合的方法来分析华鹏食品实施的绿色营销战略,这对发展壮大企业自身、使企业适应当前国内外环境意义深远。本文引入绿色营销、农产品营销等相关理论知识,构建农产品绿色营销体系,通过对华鹏食品有限公司的宏观和微观营销环境进行梳理,对消费者和竞争者进行了重点分析,并结合市场调研的豆制品行业营销数据和消费者对华鹏食品绿色营销的认知,深入分析了华鹏食品的绿色营销现状及存在的问题,指出华鹏食品必须从影响绿色营销成功的四个关键因素即产品、价格、渠道、促销四个方面来实施绿色营销战略,创建绿色品牌和绿色的企业形象,实现绿色包装,优化绿色产品成本构成,建立和控制绿色渠道,加强绿色传播、绿色广告、销售促进的投入力度,才能把握绿色消费机会,才能在新—轮的市场激烈竞争中抢占市场先机,在绿色消费浪潮中发展壮大。
[Abstract]:Recently, there have been frequent food safety incidents in China, such as the melamine incident, the lean meatine incident, and the plasticizer incident today. With the establishment of sustainable development strategy in China, the trend of "international environmental protection" has a great impact on Chinese enterprises. The enhancement of environmental protection consciousness makes enterprises suffer great external pressure. However, the change of market demand, the rise of environmental protection industry and the popularity of "green products" provide enterprises with new opportunities to develop green food. The implementation of green marketing has become an inevitable choice for food enterprises, and whoever can take the lead in implementing green marketing will seize the market opportunity. The marketing of green food in Hunan Province has just risen, and the development of the green food industry is also at a preliminary stage. In the process of development of many enterprises, green food is often redeveloped. Light sales. This paper takes Huapeng Food Co., a key leading enterprise of agricultural industrialization in China, as the research object, mainly using the method of combining investigation and case study to analyze the green marketing strategy of Huapeng Food. It is of great significance for enterprises to develop themselves and adapt themselves to the current environment at home and abroad. This paper introduces green marketing, agricultural product marketing and other relevant theoretical knowledge, constructs the green marketing system of agricultural products, combs the macro and micro marketing environment of Huapeng Food Co., Ltd., and focuses on the analysis of consumers and competitors. Combined with the marketing data of soybean products industry and consumers' cognition of Huapeng food green marketing, the present situation and existing problems of Huapeng food green marketing are deeply analyzed. It is pointed out that Huapeng Food must carry out green marketing strategy from four key factors that affect the success of green marketing, namely, product, price, channel and promotion, create green brand and green enterprise image, and realize green packaging. Only by optimizing the cost structure of green products, establishing and controlling green channels, strengthening the input of green communication, green advertisement and sales promotion, can we grasp the green consumption opportunity and seize the market opportunity in the fierce competition of new round market. In the wave of green consumption development and growth.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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