北大荒集团绿色食品营销研究
发布时间：2018-07-24 14:50
【摘要】：绿色食品是指遵循可持续发展的原则,按照特定生产方式生产,经专门结构认定、许可使用专门标志的无污染的安全、优质、营养类的食品。随着中国经济的快速发展,人们的生活水平逐步提高,然而由经济增长所带来的环境问题和食品安全问题日益威胁了人类的身体健康,以“保护环境,崇尚自然”为宗旨的绿色消费模式兴起,绿色食品正逐渐取代传统食品,成为最具有市场发展前景的健康食品。 北大荒集团是中国最大的现代农业企业集团,依托黑龙江省丰富的农产品资源,绿色食品产业以极快的速度获得发展壮大,形成了具有一定知名度和美誉度的绿色食品品牌。北大荒集团已经成长为中国最大的绿色食品生产基地,但是其产品的市场竞争力还不强,市场占有率还不高,市场营销还存在诸多不足。因此在激烈的市场竞争中,如何冲破传统的营销方式,提升绿色食品营销能力,成为北大荒集团绿色食品营销的重点。这对于提高企业绿色食品产品竞争力,促进绿色食品产业发展具有重要的理论价值和现实意义。 论文以北大荒集团绿色食品营销为研究对象,在收集和查阅国内外大量相关资料的基础上,阐述了绿色食品营销的重要理论,概括出绿色食品营销的涵义及特征。根据北大荒集团绿色食品产业的实际情况,分析了其绿色食品营销现状,构建了北大荒集团绿色食品营销绩效评价体系,然后运用层次分析法和模糊综合评价法得出北大荒集团绿色食品营销绩效的评价值。最后,通过对北大荒集团绿色食品营销绩效评价结果的分析,阐述北大荒集团绿色食品营销存在的主要问题,据此提出了促进北大荒集团绿色食品营销的对策和建议。
[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.
【学位授予单位】：东北林业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82
本文编号：2141724
[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.
【学位授予单位】：东北林业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82
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