黑龙江绿色食品营销评价研究

Research on Marketing Evaluation of Green Food in Heilongjiang

在对黑龙江绿色食品营销现状分析的基础上,构建了包含产业要素、政策要素、营销能力要素和营销绩效要素的黑龙江绿色食品营销评价指标体系,并运用层次分析法和模糊综合评价法进行了定量研究,得出营销网络分布不均衡、产品结构不合理、企业规模偏小和政府支持以及监管力度不够是制约黑龙江绿色食品营销提升的主要障碍,据此提出了促进黑龙江绿色食品营销的对策建议。

Based on analyzing the preset situation of green food marketing in Heilongjiang,this paper builds the evaluation index system for green food marketing in Heilongjiang including industry factor,policy factor,marketing ability factor and marketing performance factor,and makes quantitative analysis based on AHP and FCE.According to analysis above,the main obstacles hindering green food marketing in Heilongjiang are insufficient construction of marketing channels,unreasonable product structure,Small-scale of enterprises,ineffective support and market supervision of government.And this paper puts forward the counter-measures to promote green food marketing in Heilongjiang.