绿色食品营销渠道构建影响因素研究

Research on Influencing Factors of Constructing Marketing Channel of Green Food

市场需求是绿色食品生产和发展的基本推动力,而居民收入水平的提高是绿色食品消费需求增长的基础条件。社会文化因素和消费者自身因素对消费者消费行为有一定的影响。绿色食品的目标市场是高收入、接受教育程度较高的消费者。绿色食品营销渠道有其独特的特征,其设计要以绿色食品目标市场为前提。同时,在绿色食品营销渠道当中,经销商要分担绿色食品生产者承诺的绿色主张的责任,还要协助制造商向消费者证明其绿色主张。

Market demand is an essential driving force of producing and developing green food, and increase of the citizen income is a basic growth condition of consumption demand on green food. Social and cultural factors and consumers＇ factors will influence their con- sumption behavior to some extent. The target market of green food is the consumers with high income and better education. The market- ing channel of green food is special based on its target market. Furthermore, the dealers should share the responsibility of ＂green claim＂ committed by the producers and assist to prove their ＂green claim＂ to the consumers.