一番食品有限公司绿色食品营销渠道策略研究

文档编号:GS187  文档字数:24861,页数:37 附任务书,开题报告,文献综述

摘    要
 绿色食品的发展在促进我国农业结构调整、改变我国农产品低效低质地位、提升我国农产品国际市场竞争力、带动国内食品行业安全卫生水平提高等方面日益发挥积极的作用。然而目前的绿色食品市场营销渠道不畅通，产销脱节现象严重，滞后的经营销售方式成为制约绿色食品产业发展的主要瓶颈。
 本文通过实证考察，以一番食品有限公司的绿色食品营销渠道为背景，采用SWOT分析法对一番食品有限公司的优势、劣势、机会、威胁进行分析找出营销环节存在的问题，并在此基础上，应用绿色食品营销渠道相关理论结合绿色食品营销特点，为一番食品有限公司提供一个比较客观和有一定操作性的绿色食品营销渠道策略。
 
 关键词：绿色食品；营销渠道；策略；一番食品

Research on Marketing Channel Strategies about Green Foods of Yi Fan Food Company
Abstract
 Green food industry is playing a very important role in the adjustment of agriculture structure, promoting the improvement of agriculture products; build up the competition capabilities of the agric-products. But nowadays the sales performances of green food are not very optimism. The main reasons are the bottom necks of green food marketing channels. Such as the production out of gears of sales, the blocking channels of green food products and the lag of green food marketing methods.
 Through the ways of substantial evidence investigation and SWOT analysis on the marketing channels of Yi fan company, the text analysis its strength and weakness, opportunity and threats of exterior environment, and to find out error and problems in the marketing channels. With the above analysis and combined with green food marketing characteristics, from the aspects of green food to offer the Yi fan company a relatively objective and feasible marketing channels tactics.
 
 Key words: Green Food; Marketing Channels; Strategy; Yi fan food

目    录
1 绪  论 1
1.1 研究背景与意义 1
1.2 国内外研究现状 1
1.3 文档研究方法与思路 3
2 绿色食品营销相关理论综述 5
2.1绿色食品基本理论 5
2.2 绿色营销理论 7
2.3 绿色食品营销渠道理论 9
3 一番公司绿色食品营销渠道现状分析 12
3.1 一番公司总体概况 12
3.2 一番公司绿色食品营销渠道内部环境分析 12
3.3 一番公司绿色食品营销渠道外部环境分析 15
3.4 一番公司SWOT分析 17
4 一番公司绿色食品营销渠道策略 20
4.1一番公司绿色食品营销渠道的建设目标及基本构思 20
4.2 一番公司绿色食品营销渠道策略 23
结 束 语 29
参考文献 31
致    谢 32
附录一 33
附录二 34

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