吉林省绿色农产品营销战略研究
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摘要
21世纪是一个“绿色”世纪,随着人们生活水平的不断提高和环保意识的不断增强,国内外对绿色农产品的需求日益强烈,绿色农产品生产显示出广阔的市场前景。吉林省作为我国重要的农业大省,绿色农业发展较旱,现已具备一定规模,并在吉林省农业结构调整、农业增收及促进地方乃至全国经济发展等方面发挥着越来越重要的作用。经过20多年的发展,吉林省的绿色农产品发展经历了从无到有,从小到大,由弱到强的发展历程。由于品牌具有强烈的获利效应、促销效应和产业扩张效应的存在,打造吉林省农产品的绿色品牌,实施绿色农产品营销战略时,要正确认识吉林省绿色农产品产业所处的环境因素,探讨打造吉林省农产品绿色品牌对策,对于从根本上提高吉林省绿色农产品竞争力是十分必要的。
论文对绿色农产品营销战略的相关理论进行评述的基础上,对绿色农产品营销从外部性、博弈论、福利经济学等角度进行了经济学分析,分析总结了国内外发达地区绿色农产品产业发展经验,详细分析了吉林省绿色农产品生产现状,再进行了吉林省绿色农产品营销的SWOT分析,制定吉林省绿色农产品营销战略和措施,最后提出了相关的政策建议。
论文共分八章。
第一章,主要阐述了论文研究的背景、目的、意义和研究内容与方法。
第二章,主要阐述了实施吉林省绿色农产品营销战略的理论基础。认为吉林省实施绿色农产品营销战略可将可持续发展理论、竞争优势理论、产业集群理论、循环经济理论、博弈论等作为理论基础,为提出吉林省实施绿色农产品营销战略的基本思路、战略体系和目标模式提供理论依据。认为绿色农产品营销不仅有利于企业自身改变营销传统观念,重新选择经营模式,实施绿色生产和清洁生产,并有利于改善生态、社会环境,促进自然、社会和企业的协调发展,推动实现宏观、中观、微观多层面的可持续发展。
第三章,本章首先讨论了绿色农产品营销外部经济性理论,在此基础上分析了绿色农产品营销外部性的内涵、特点、产生的原因、存在的问题及其管理；并以此为起点,分析了绿色营销各主要决策主体(政府、企业和消费者)在进行营销决策、消费决策时的相互影响；运用博弈论分析了“政府—企业”、“企业—消费者”、“政府—消费者”、“企业—企业”和“消费者—消费者”的博弈,并结合博弈分析指出了其实际意义和应当采取的管理措施；简单阐述了福利经济学的内涵,并应用福利经济学的有关理论分析了绿色农产品营销的社会福利对政府、企业、消费者三者的各种影响,得出了绿色农产品营销有利于改进社会福利的结论；最后,以农产品市场为对象,讨论了绿色农产品营销中“逆向选择”问题及其产生机理、对社会环境的影响以及治理对策。
第四章,分析总结了国内外发达地区绿色农产品营销发展经验。论文对国内外特别是美国、日本和欧盟等绿色农产。品,营销战略的现状与经验进行了分析,总结出农产品生产区域化便于产地市场形成规模效应有利于农产品集散,要规范农产品市场行为,制定法律法规,成立农业专业合作社,要使渠道组织多元化,绿色农产品产业发展需要企业化和市场化的管理。
第五章,主要分析了吉林省绿色农产品生产现状。经过20多年的发展,吉林省的绿色农产品发展经历了从无到有,从小到大,由弱到强的发展历程,现在处于其发展的第三个阶段,即产业大发展时期。吉林省绿色农产品生产进入稳步发展的轨道。当前吉林省有3700多种产品得到“三品一标”认证,“三品”环境监测面积达到4500万亩,产量3520万吨,产值达540亿元,建设各级各类农业标准化示范区201个(次)；共创建了12大类绿色、有机、无公害农产品基地81个。吉林省已基本形成东部复合型绿色农业产业区、中部、综合型绿色农业产业区、西部生态型绿色农业产业区、环城地带休闲型绿色农业产业区的区域发展格局。吉林省有52个省市县级管理机构,有227人从事绿色农产品监管工作,已经形成一整套“从农田到餐桌”的全程质量控制标准体系和比较完善的绿色农产品检验检测体系,为绿色农产品产业发展提供了保证。论文认为,为使绿色农产品实现最高的市场价值,吉林省绿色农产品产业的发展需要有与之相配套的绿色农产品营销战略。
第六章,对吉林省绿色农产品营销战略的实施进行了SWOT分析。论文对吉林省绿色农产品营销面临的机会与威胁、吉林省绿色农产品产业发展的优势与劣势进行了详细分析。认为：吉林省的绿色农产品产业发展正处在一个大好的历史发展时期。当前绿色农产品产业发展处于有利环境,吉林省政府高度重视绿色农业的发展,提供了一系列扶持政策和技术规范,又出台了产地与口岸联合的新的监管模式,为吉林省农产品进入港澳市场提供了便利条件,绿色农产品消费需求在不断增长。同时吉林省绿色农产品产业发展也面临着激烈市场竞争、非常严厉的进口国市场标准、日益严重的环境污染等不利环境。但吉林省有发展绿色农产品产业的自身优势,如自然气候优势、生态环境优势、农业资源优势、农业科技优势、地理区位优势、交通运输优势等。如果能够因地制宜采取相应的营销战略,吉林省绿色农产品产业可以充分施展自身优势、增强实力,利用当前有利时机,达到做大做强做精的目的。
第七章,为吉林省绿色农产品营销战略进行了目标设计和策略选择。吉林省在绿色农产品生产中具有较强的优势,面对着较为有利的营销环境。在现代市场经济条件下,绿色农产品产业要实现更大的经济效益、社会效益,在很大程度上取决于实施的营销战略。认为,在吉林省绿色农产品营销中首先要明确其战略目标,以维护品牌公信力作为持续发展的核心,构建绿色农产品营销战略的组织体系、市场体系和生产体系。在产品策略中采取优品优质策略、地域品牌策略,定价策略中选择差异化定价策略,渠道策略上构建多渠道并进的网络化渠道策略,促销策略则采取广告宣传和国际性展会宣传并行的模式。通过以上绿色农产品营销战略体系的构建与战略的选择,使吉林省绿色农产品顺利进入全国市场,开拓国际市场,提高绿色农产品产业的整体效益。
第八章,主要提出了吉林省绿色农产品营销战略实施的政策建议。论文提出,为了使吉林省绿色农产品产业充分施展自身优势,利用当前有利时机,达到做大做强的目的,吉林省应该采取如下措施：1)加大绿色农产品产业发展的基础设施建设；2)解决农产品公路物流成本高的问题；3)加强农业环境保护力度；4)加强省际国际间合作；5)培养农产品营销人才‘。
本论文的创新点可以归结为如下几点：1.本论文利用可持续发展理论等理论为基础,对吉林省绿色农产品营销战略进行比较系统的研究。2.本论文对吉林省绿色农产品营销战略环境进行分析,分别指出的吉林省绿色农产品营销所面临的机会与威胁、所具有的优势与劣势,得出吉林省可以利用当前有利时机,因地制宜地采取相应的营销战略,达到做大做强的目的的结论。3.论文建立吉林省农产品绿色营销战略目标和战略体系,并设计了产品策略、定价策略、渠道策略、促销策略等营销策略,为吉林省绿色农产品开拓国内国际市场,提高绿色农产品产业的整体效益,指出了可行方案。
Twenty-first century is a "green" century, as people's living standard is improving continuously, awareness of environmental protection is enhancing and the needs of green agricultural products are increasingly intense at home and abroad, the green products show a broad market prospect. Jilin province, as an important big agricultural province of our country, the green agriculture develops much earlier, it reaches certain scale. It plays more and more important role for adjusting Jilin agricultural structure, raising income, even promoting local economic development and etc. After20years of development, the development process of green agricultural products in Jilin province goes through from scratch, from small size to big, from weak to strong. Because the brand has strong profit effect, promotion effect and industrial expansion effect, While developing green brands of Jilin and implementing market strategy of green agriculture market, it is important to understand correctly the environment factors of green agricultural products in Jilin province and to discuss g countermeasure of green brand of agricultural products for fundamentally enhancing competitive of green agriculture of Jilin
The Paper reviews related theory of the marketing strategy of green agricultural products, on the basis of this, it makes an economic analysis on green agricultural products from marketing externalities, game theory, welfare economy and etc., analyzes and summarizes experience for development of green agricultural products in developed area at home and abroad and makes a detailed analysis on status quo of industrial development of Jilin province, and then makes SWOT analysis on marketing of green agricultural products in Jilin province, formulates and puts forward the marketing strategy of green agricultural products of Jilin province measures, and finally come up with suggestions on relevant policy.
The paper consists of eight chapters.
The first chapter, mainly elaborates the background, research purpose, significance and the research content and methods.
The second chapter, mainly discusses theoretical basis of the green agricultural products marketing strategy of Jilin province. Theories of sustainable development, competitive advantage theory, industrial cluster theory, the circulation economic theory, such as game theory can be regarded as the theoretical basis for implementing green agricultural products marketing strategy in Jilin province. The marketing of green agriculture not only make enterprises to change traditional marketing concept, reselect business model implement green and clean production, but also improve ecology and social environment, promote harmonious development of nature, society and enterprise, promote sustainable development of multi-layered on macro, meso. micro. Green agricultural products marketing enterprises have positive influence on the development of the society.
In the third chapter, external economic theory for green agricultural products marketing is discussed, analyzes the connotation, characteristics, causes, existing problems and management of externality of green agricultural products marketing. On this point, it makes an analysis on interaction of the main decision-making (government, enterprises and consumers) in marketing decision, and the consumer decision-making. It applies game theory to analyze on game between "government and enterprise","enterprise and consumer"," government and consumer""enterprise and enterprise" and "customers and consumer", and combines with the game analysis. It points out the practical significance and management measures that shall be adopted; This paper briefly expounds the connotation of welfare economics, analyzes all sorts of effects on government, enterprises and consumers from social welfare of green agricultural products marketing with application of the theory of welfare. It is concluded that the green agricultural products marketing can improve social welfare. Finally, with the agricultural product market for object, it discusses the green agricultural products marketing,"adverse selection" problems and their causes, influences on social environment and its countermeasures.
The fourth chapter analyses and summarizes development experiences of green agricultural products marketing in developed areas at home and abroad. This paper analyzes marketing strategy and experiences of status quo of green agricultural products especially in America, Japan, and European Union. It also sums up the agricultural production to facilitate regional market scale effect not conducive, form agricultural products distribution, regulate the agricultural product market behavior, make laws and regulations, establish agriculture professional cooperatives, make sale channel diversification, the green agricultural products industry development needs management of enterprise and market.
Chapter5mainly analyzes production situation green products of Jilin province. After20years of development, the development of Jilin province of green agricultural products go through process from grow-up, from small to big. from weak to strong course, now is it in its development of third stage, namely great development of industry. The production of Jilin's green product is entering into steady development track. Jilin province have more than3700products to get "3kinds of a standard" certification,"expanded" environmental monitoring area of45million mu, the yield is35.2million tons, the output value is54billion yuan, build201(time) of all kinds agriculture standardized demonstration area, create81agricultural products base of12kinds of green, organic and pollution-free. Jilin province has basically formed complex green agriculture industry area, the central, green agriculture industry area, western comprehensive ecological green agriculture industry area, city zone, green agriculture industrial parks regional development pattern. Jilin province have52counties and cities in the county level management institutions, there are227people in supervisory work of green agricultural products, it formed a set of "from the fields to the table" in the whole process of the quality control standard system and more perfect green agricultural product inspection testing system, in order to provide green agricultural products industry development of guarantee. The paper believes that, to make green agricultural products achieve the highest market value, Jilin province needs to have with matching green agricultural products marketing strategy and the development of green agricultural products industry.
Chapter6presents the implementation of the strategy of green agricultural products marketing with the SWOT analysis. It faces opportunities and threats of green agricultural products marketing in Jilin province. Jilin province of green agricultural products industry development advantages and disadvantages are analyzed in detail. Jilin province of green agricultural products industry development is in a big good history development period. The current green agricultural products industry development is in a good environment. Jilin province government attaches great importance to the development of green agriculture, provides a series of supporting policies and standards, and on the origin and the port of new regulatory joint mode of Jilin agricultural products in the Hong Kong and Macao market provides the convenience, green agricultural products is in a growing consumer demand. Green agricultural products industry development is also faced with fierce market competition, importing countries market standard, the serious environment pollution such negative environment. But a development of Jilin province of green agricultural products industry has its own advantages, such as natural climatic superiority, ecological environment advantages, agricultural resources advantage, agricultural science and technology advantages, geographic location advantage, transportation advantage. If it can adjust measures to local conditions and take the corresponding marketing strategy, green agricultural products industry fully displays own superiority, enhances strength with the favorable opportunity to achieve and the purpose of the essence.
In Chapter7. Jilin province for green agricultural products marketing strategy goal design and the strategic choice is presented. Jilin province's green production has stronger advantages, faces more favorable marketing environment. In the modern market economy condition, the green agricultural products industry realizes more economic benefit and social benefit, to a great extent, depends on the implementation of the marketing strategy. Green agricultural products marketing in Jilin province should first make clear its strategic goals, in order to maintain brand credibility as the core of the sustainable development, the construction of the green agricultural products marketing strategy of the organization system, market system and production system. In the product strategy superior quality to strategy, regional brand strategy, pricing strategy choice in the differential pricing strategies, channel strategy is set up in the multi-channel strategy. Sales promotion strategy is taken advertising and publicity of an international exhibition parallel mode. Through the above green agricultural products marketing strategy system construction and strategic decision, Jilin province of green agricultural products in the market smoothly, explores the international markets, improves the overall efficiency of green agricultural products industry.
Chapter8mainly puts forward the green agricultural products marketing strategy of Jilin province in the implementation of the policy Suggestions. This paper puts forward that, in order to make the Jilin province of green agricultural products industry fully displays own superiority, uses the favorable opportunity to achieve the purpose of big and powerful, Jilin province should take the following measures:1) increasing the development of green agricultural products industry infrastructure;2) solving highway logistics high cost of the agricultural products;3) strengthening the agricultural environmental protection;4) strengthening provincial international cooperation:5) training agricultural marketing talents.
The innovation points of this paper can be summed up as followed:1. This paper uses sustainable development theory based on the theory of green agricultural products marketing strategy in Jilin province comparison system research.2. This paper green agricultural products marketing strategy in Jilin province environment to carry on the analysis, the green agricultural products are pointed out that Jilin province marketing face opportunities and threats, has the advantage and disadvantage. If the current available favorable opportunity and. according to local conditions, take the corresponding marketing strategy, and can achieve the purpose of and the conclusion.3. This paper establishes green agricultural products marketing strategy of Jilin province goals and strategic system, and designed the product strategy, pricing strategy, channel strategy, promotion strategy and marketing strategy, Jilin province for green agricultural products explore the domestic and international market, improve the overall efficiency of green agricultural products industry, and points out the feasible scheme.
论文对绿色农产品营销战略的相关理论进行评述的基础上,对绿色农产品营销从外部性、博弈论、福利经济学等角度进行了经济学分析,分析总结了国内外发达地区绿色农产品产业发展经验,详细分析了吉林省绿色农产品生产现状,再进行了吉林省绿色农产品营销的SWOT分析,制定吉林省绿色农产品营销战略和措施,最后提出了相关的政策建议。
论文共分八章。
第一章,主要阐述了论文研究的背景、目的、意义和研究内容与方法。
第二章,主要阐述了实施吉林省绿色农产品营销战略的理论基础。认为吉林省实施绿色农产品营销战略可将可持续发展理论、竞争优势理论、产业集群理论、循环经济理论、博弈论等作为理论基础,为提出吉林省实施绿色农产品营销战略的基本思路、战略体系和目标模式提供理论依据。认为绿色农产品营销不仅有利于企业自身改变营销传统观念,重新选择经营模式,实施绿色生产和清洁生产,并有利于改善生态、社会环境,促进自然、社会和企业的协调发展,推动实现宏观、中观、微观多层面的可持续发展。
第三章,本章首先讨论了绿色农产品营销外部经济性理论,在此基础上分析了绿色农产品营销外部性的内涵、特点、产生的原因、存在的问题及其管理；并以此为起点,分析了绿色营销各主要决策主体(政府、企业和消费者)在进行营销决策、消费决策时的相互影响；运用博弈论分析了“政府—企业”、“企业—消费者”、“政府—消费者”、“企业—企业”和“消费者—消费者”的博弈,并结合博弈分析指出了其实际意义和应当采取的管理措施；简单阐述了福利经济学的内涵,并应用福利经济学的有关理论分析了绿色农产品营销的社会福利对政府、企业、消费者三者的各种影响,得出了绿色农产品营销有利于改进社会福利的结论；最后,以农产品市场为对象,讨论了绿色农产品营销中“逆向选择”问题及其产生机理、对社会环境的影响以及治理对策。
第四章,分析总结了国内外发达地区绿色农产品营销发展经验。论文对国内外特别是美国、日本和欧盟等绿色农产。品,营销战略的现状与经验进行了分析,总结出农产品生产区域化便于产地市场形成规模效应有利于农产品集散,要规范农产品市场行为,制定法律法规,成立农业专业合作社,要使渠道组织多元化,绿色农产品产业发展需要企业化和市场化的管理。
第五章,主要分析了吉林省绿色农产品生产现状。经过20多年的发展,吉林省的绿色农产品发展经历了从无到有,从小到大,由弱到强的发展历程,现在处于其发展的第三个阶段,即产业大发展时期。吉林省绿色农产品生产进入稳步发展的轨道。当前吉林省有3700多种产品得到“三品一标”认证,“三品”环境监测面积达到4500万亩,产量3520万吨,产值达540亿元,建设各级各类农业标准化示范区201个(次)；共创建了12大类绿色、有机、无公害农产品基地81个。吉林省已基本形成东部复合型绿色农业产业区、中部、综合型绿色农业产业区、西部生态型绿色农业产业区、环城地带休闲型绿色农业产业区的区域发展格局。吉林省有52个省市县级管理机构,有227人从事绿色农产品监管工作,已经形成一整套“从农田到餐桌”的全程质量控制标准体系和比较完善的绿色农产品检验检测体系,为绿色农产品产业发展提供了保证。论文认为,为使绿色农产品实现最高的市场价值,吉林省绿色农产品产业的发展需要有与之相配套的绿色农产品营销战略。
第六章,对吉林省绿色农产品营销战略的实施进行了SWOT分析。论文对吉林省绿色农产品营销面临的机会与威胁、吉林省绿色农产品产业发展的优势与劣势进行了详细分析。认为：吉林省的绿色农产品产业发展正处在一个大好的历史发展时期。当前绿色农产品产业发展处于有利环境,吉林省政府高度重视绿色农业的发展,提供了一系列扶持政策和技术规范,又出台了产地与口岸联合的新的监管模式,为吉林省农产品进入港澳市场提供了便利条件,绿色农产品消费需求在不断增长。同时吉林省绿色农产品产业发展也面临着激烈市场竞争、非常严厉的进口国市场标准、日益严重的环境污染等不利环境。但吉林省有发展绿色农产品产业的自身优势,如自然气候优势、生态环境优势、农业资源优势、农业科技优势、地理区位优势、交通运输优势等。如果能够因地制宜采取相应的营销战略,吉林省绿色农产品产业可以充分施展自身优势、增强实力,利用当前有利时机,达到做大做强做精的目的。
第七章,为吉林省绿色农产品营销战略进行了目标设计和策略选择。吉林省在绿色农产品生产中具有较强的优势,面对着较为有利的营销环境。在现代市场经济条件下,绿色农产品产业要实现更大的经济效益、社会效益,在很大程度上取决于实施的营销战略。认为,在吉林省绿色农产品营销中首先要明确其战略目标,以维护品牌公信力作为持续发展的核心,构建绿色农产品营销战略的组织体系、市场体系和生产体系。在产品策略中采取优品优质策略、地域品牌策略,定价策略中选择差异化定价策略,渠道策略上构建多渠道并进的网络化渠道策略,促销策略则采取广告宣传和国际性展会宣传并行的模式。通过以上绿色农产品营销战略体系的构建与战略的选择,使吉林省绿色农产品顺利进入全国市场,开拓国际市场,提高绿色农产品产业的整体效益。
第八章,主要提出了吉林省绿色农产品营销战略实施的政策建议。论文提出,为了使吉林省绿色农产品产业充分施展自身优势,利用当前有利时机,达到做大做强的目的,吉林省应该采取如下措施：1)加大绿色农产品产业发展的基础设施建设；2)解决农产品公路物流成本高的问题；3)加强农业环境保护力度；4)加强省际国际间合作；5)培养农产品营销人才‘。
本论文的创新点可以归结为如下几点：1.本论文利用可持续发展理论等理论为基础,对吉林省绿色农产品营销战略进行比较系统的研究。2.本论文对吉林省绿色农产品营销战略环境进行分析,分别指出的吉林省绿色农产品营销所面临的机会与威胁、所具有的优势与劣势,得出吉林省可以利用当前有利时机,因地制宜地采取相应的营销战略,达到做大做强的目的的结论。3.论文建立吉林省农产品绿色营销战略目标和战略体系,并设计了产品策略、定价策略、渠道策略、促销策略等营销策略,为吉林省绿色农产品开拓国内国际市场,提高绿色农产品产业的整体效益,指出了可行方案。
Twenty-first century is a "green" century, as people's living standard is improving continuously, awareness of environmental protection is enhancing and the needs of green agricultural products are increasingly intense at home and abroad, the green products show a broad market prospect. Jilin province, as an important big agricultural province of our country, the green agriculture develops much earlier, it reaches certain scale. It plays more and more important role for adjusting Jilin agricultural structure, raising income, even promoting local economic development and etc. After20years of development, the development process of green agricultural products in Jilin province goes through from scratch, from small size to big, from weak to strong. Because the brand has strong profit effect, promotion effect and industrial expansion effect, While developing green brands of Jilin and implementing market strategy of green agriculture market, it is important to understand correctly the environment factors of green agricultural products in Jilin province and to discuss g countermeasure of green brand of agricultural products for fundamentally enhancing competitive of green agriculture of Jilin
The Paper reviews related theory of the marketing strategy of green agricultural products, on the basis of this, it makes an economic analysis on green agricultural products from marketing externalities, game theory, welfare economy and etc., analyzes and summarizes experience for development of green agricultural products in developed area at home and abroad and makes a detailed analysis on status quo of industrial development of Jilin province, and then makes SWOT analysis on marketing of green agricultural products in Jilin province, formulates and puts forward the marketing strategy of green agricultural products of Jilin province measures, and finally come up with suggestions on relevant policy.
The paper consists of eight chapters.
The first chapter, mainly elaborates the background, research purpose, significance and the research content and methods.
The second chapter, mainly discusses theoretical basis of the green agricultural products marketing strategy of Jilin province. Theories of sustainable development, competitive advantage theory, industrial cluster theory, the circulation economic theory, such as game theory can be regarded as the theoretical basis for implementing green agricultural products marketing strategy in Jilin province. The marketing of green agriculture not only make enterprises to change traditional marketing concept, reselect business model implement green and clean production, but also improve ecology and social environment, promote harmonious development of nature, society and enterprise, promote sustainable development of multi-layered on macro, meso. micro. Green agricultural products marketing enterprises have positive influence on the development of the society.
In the third chapter, external economic theory for green agricultural products marketing is discussed, analyzes the connotation, characteristics, causes, existing problems and management of externality of green agricultural products marketing. On this point, it makes an analysis on interaction of the main decision-making (government, enterprises and consumers) in marketing decision, and the consumer decision-making. It applies game theory to analyze on game between "government and enterprise","enterprise and consumer"," government and consumer""enterprise and enterprise" and "customers and consumer", and combines with the game analysis. It points out the practical significance and management measures that shall be adopted; This paper briefly expounds the connotation of welfare economics, analyzes all sorts of effects on government, enterprises and consumers from social welfare of green agricultural products marketing with application of the theory of welfare. It is concluded that the green agricultural products marketing can improve social welfare. Finally, with the agricultural product market for object, it discusses the green agricultural products marketing,"adverse selection" problems and their causes, influences on social environment and its countermeasures.
The fourth chapter analyses and summarizes development experiences of green agricultural products marketing in developed areas at home and abroad. This paper analyzes marketing strategy and experiences of status quo of green agricultural products especially in America, Japan, and European Union. It also sums up the agricultural production to facilitate regional market scale effect not conducive, form agricultural products distribution, regulate the agricultural product market behavior, make laws and regulations, establish agriculture professional cooperatives, make sale channel diversification, the green agricultural products industry development needs management of enterprise and market.
Chapter5mainly analyzes production situation green products of Jilin province. After20years of development, the development of Jilin province of green agricultural products go through process from grow-up, from small to big. from weak to strong course, now is it in its development of third stage, namely great development of industry. The production of Jilin's green product is entering into steady development track. Jilin province have more than3700products to get "3kinds of a standard" certification,"expanded" environmental monitoring area of45million mu, the yield is35.2million tons, the output value is54billion yuan, build201(time) of all kinds agriculture standardized demonstration area, create81agricultural products base of12kinds of green, organic and pollution-free. Jilin province has basically formed complex green agriculture industry area, the central, green agriculture industry area, western comprehensive ecological green agriculture industry area, city zone, green agriculture industrial parks regional development pattern. Jilin province have52counties and cities in the county level management institutions, there are227people in supervisory work of green agricultural products, it formed a set of "from the fields to the table" in the whole process of the quality control standard system and more perfect green agricultural product inspection testing system, in order to provide green agricultural products industry development of guarantee. The paper believes that, to make green agricultural products achieve the highest market value, Jilin province needs to have with matching green agricultural products marketing strategy and the development of green agricultural products industry.
Chapter6presents the implementation of the strategy of green agricultural products marketing with the SWOT analysis. It faces opportunities and threats of green agricultural products marketing in Jilin province. Jilin province of green agricultural products industry development advantages and disadvantages are analyzed in detail. Jilin province of green agricultural products industry development is in a big good history development period. The current green agricultural products industry development is in a good environment. Jilin province government attaches great importance to the development of green agriculture, provides a series of supporting policies and standards, and on the origin and the port of new regulatory joint mode of Jilin agricultural products in the Hong Kong and Macao market provides the convenience, green agricultural products is in a growing consumer demand. Green agricultural products industry development is also faced with fierce market competition, importing countries market standard, the serious environment pollution such negative environment. But a development of Jilin province of green agricultural products industry has its own advantages, such as natural climatic superiority, ecological environment advantages, agricultural resources advantage, agricultural science and technology advantages, geographic location advantage, transportation advantage. If it can adjust measures to local conditions and take the corresponding marketing strategy, green agricultural products industry fully displays own superiority, enhances strength with the favorable opportunity to achieve and the purpose of the essence.
In Chapter7. Jilin province for green agricultural products marketing strategy goal design and the strategic choice is presented. Jilin province's green production has stronger advantages, faces more favorable marketing environment. In the modern market economy condition, the green agricultural products industry realizes more economic benefit and social benefit, to a great extent, depends on the implementation of the marketing strategy. Green agricultural products marketing in Jilin province should first make clear its strategic goals, in order to maintain brand credibility as the core of the sustainable development, the construction of the green agricultural products marketing strategy of the organization system, market system and production system. In the product strategy superior quality to strategy, regional brand strategy, pricing strategy choice in the differential pricing strategies, channel strategy is set up in the multi-channel strategy. Sales promotion strategy is taken advertising and publicity of an international exhibition parallel mode. Through the above green agricultural products marketing strategy system construction and strategic decision, Jilin province of green agricultural products in the market smoothly, explores the international markets, improves the overall efficiency of green agricultural products industry.
Chapter8mainly puts forward the green agricultural products marketing strategy of Jilin province in the implementation of the policy Suggestions. This paper puts forward that, in order to make the Jilin province of green agricultural products industry fully displays own superiority, uses the favorable opportunity to achieve the purpose of big and powerful, Jilin province should take the following measures:1) increasing the development of green agricultural products industry infrastructure;2) solving highway logistics high cost of the agricultural products;3) strengthening the agricultural environmental protection;4) strengthening provincial international cooperation:5) training agricultural marketing talents.
The innovation points of this paper can be summed up as followed:1. This paper uses sustainable development theory based on the theory of green agricultural products marketing strategy in Jilin province comparison system research.2. This paper green agricultural products marketing strategy in Jilin province environment to carry on the analysis, the green agricultural products are pointed out that Jilin province marketing face opportunities and threats, has the advantage and disadvantage. If the current available favorable opportunity and. according to local conditions, take the corresponding marketing strategy, and can achieve the purpose of and the conclusion.3. This paper establishes green agricultural products marketing strategy of Jilin province goals and strategic system, and designed the product strategy, pricing strategy, channel strategy, promotion strategy and marketing strategy, Jilin province for green agricultural products explore the domestic and international market, improve the overall efficiency of green agricultural products industry, and points out the feasible scheme.
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