基于品牌信任的绿色农产品营销策略探讨

Discussion of the Marketing Strategy of Green Agriculture on the Basis of Brand Trust

由于信息的不对称,消费者对绿色农产品持有怀疑态度。本文首先介绍了绿色农产品和品牌信任的概念,接着指出消费者对绿色农产品品牌信任的现状,然后说明建立绿色农产品品牌信任的特点,最后提出了建立品牌信任的营销对策。

The consumers have doubts in green agricultural products because of the asymmetric information. This paper begins with the introduction of the notion about green products and brand trust, then points out the cur-rent situation and the features of brand trust. Finally, this paper provides countermeasures in marketing so as to build consumer＆#39;s brand trust.