贵州涉农企业的绿色营销路径思考

The Exploration on Green Marketing Path of Agricultural Companies in Guizhou

生态文明新时代,面对市场消费者购买行为习惯的诸多新变化,贵州众多涉农企业唯有制定并实施绿色营销策略,才能赢得顾客并占领市场。文中首先阐述了涉农企业绿色营销概念和特点,然后针对当前贵州涉农企业营销渠道存在的营销观念落后、流通范围小、组织不健全等现实问题提出可操作性建议,即应从绿色营销管理、绿色产品、绿色价格、绿色渠道和绿色促销等五个环节入手,帮助涉农企业走出困境,以期为涉农企业学习和运用新的绿色营销知识提供思路参考。

Facing many new changes in consumers’ buying habits in the market, many agricultural enterprises in Guizhou can win customers and occupy the market only by formulating and implementing green marketing strategies in the new era of ecological civilization.This paper first expounds the concept and characteristics of green marketing of agricultural enterprises, then points out the problems existing in the current marketing channels of agricultural enterprises in Guizhou, such as backward marketing concept, small circulation range and imperfect organization, and finally puts forward operable suggestions on green marketing management, green marketing products, green marketing price, green marketing channel and green promotion to help agricultural enterprises get out of their difficulties, so as to provide ideas and references for agricultural enterprises to learn and use new green marketing knowledge.