基于营销创新视角下绿色食品产业发展路径研究

The Development Path of Green Food Industry from the Perspective of Marketing Innovation

随着经济的快速发展和绿色消费模式的兴起,绿色食品已成为当前最具发展前景的健康食品。但目前市场竞争的日趋激烈和互联网技术的不断兴起,使得传统的营销方式已无法满足市场需要,出现了诸多问题,包括营销渠道模式缺乏创新、绿色食品质量差强人意、绿色食品品牌效应弱和相关基础设施落后。因此,应该建立线上绿色食品营销平台,加大政府扶持监管力度,进行品牌多元宣传以及建立国家级绿色食品批发交易中心,从而提升绿色食品企业的市场竞争力,实现绿色食品产业健康、高效的发展。

With the rapid economic development and the rise of green consumption patterns, green food has become the most promising healthy food. However, with the increasingly fierce market competition and the continuous rise of Internet technology, the traditional marketing method has been unable to meet the market demand, and there are many problems, including lack of innovation in marketing channel model, poor quality of green food, weak brand effect of green food and backward related infrastructure.Therefore, the government should establish an online green food marketing platform, strengthen government support and supervision,carry out multi-brand publicity and establish a national green food wholesale trading center, so as to enhance the market competitiveness of green food enterprises and realize the healthy and efficient development of green food industry.