绿色农产品的“柠檬效应”及其营销对策

Lemon Effect of Green Agricultural Products and Its Marketing Strategy

介绍了绿色农产品的"柠檬效应",分析了绿色农产品的"柠檬效应"形成的原因,归纳出其带来的恶意欺骗和高位定价等问题,从营销视角提出了规避绿色农产品"柠檬效应"的对策建议:一是加强绿色农产品的质量管理,提高绿色农产品质量水平,建设绿色农产品品牌,政府应培育品牌建设的主体,引导品牌主体加强品牌建设与管理意识;二是构建绿色农产品销售渠道体系,利用现代化绿色农产品交易物流中心销售产品,与绿色农产品加工企业、大型超市和宾馆饭店建立长期合作伙伴关系,建立直销专卖店,利用互联网进行网上营销;三是做好绿色农产品的促销工作,综合利用广告、人员推销、销售促进和公共关系4种促销策略共同推动绿色农产品市场的健康发展。

The paper introduces the lemon effect of green agricultural products,analyzes the formation reasons of the lemon effect of green ag- ricultural products and summarizes problems brought by the effect, such as malicious deception and high priced. The paper proposes counter- measures to avoid the lemon effect of green agricultural products from a perspective of marketing. The first is to strengthen the quality supervi- sion of green agricultural products, upgrade the quality of products, and build up branded products. The government should foster the main body of the products and guide the main body to realize the importance of brand construction and management. The second is to construct a sales channel system of green agricultural products, making use of the trading center of modern green agricultural products to sell products, de- veloping a long term partnership with processing industries, big supermarket and restaurants, making use of intemet and selling products online and offline. The third is to propagate the products. Make a good use of advertisement, personal sales, propagation and public relations to ac- celerate the healthy development of green agricultural market.