引用本文:赵云龙,汪汇源,徐磊磊,侯媛媛,金琰.海南农产品绿色营销策略研究*[J].农业科研经济管理,2019,(1):25-29
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海南农产品绿色营销策略研究*
赵云龙, 汪汇源, 徐磊磊, 侯媛媛, 金琰
中国热带农业科学院科技信息研究所,海南海口 571101
摘要:
近几年,越来越多的国内外相关研究都意识到可持续发展才是各国经济延续的主要道路,而“绿色”这一主题更是贴合可持续发展的内容。所以关于绿色产品、绿色营销等多个与“绿色”有关的话题逐渐成为人们重点研究的课题。在此背景下,文章以海南农产品为研究对象,对其绿色营销策略进行研究。研究过程中发现在产品、价格、渠道、促销等方面都存在问题,如绿色农产品生产体系不完善、定价不合理等。根据这些问题提出了相应的改善对策,这些对策不仅可以改善海南农产品绿色营销情况,而且对于我国其他地区农产品绿色营销情况改善有一定的参考价值。农产品绿色营销促进了我国农业的发展,符合我国可持续发展方针的要求。
关键词:  海南农产品 绿色营销 营销策略
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基金项目:基金项目:热带农业大数据研究与服务科技创新团队(NO1630072017006);海南省哲学社会科学2017年规划课题(HNSK(ZC)17-26)海南生鲜农产品有效供给机制研究;海南省自然科学基金面上项目(718MS106)海南省生鲜农产品电子商务供应链协同模型构建及实现路径研究
RESEARCH ON GREEN MARKETING STRATEGY OF HAINAN AGRICULTURAL PRODUCTS*
Zhao Yunlong, Wang Huiyuan, Xu Leilei, Hou Yuanyuan, Jin Yan
Institute of Scientific and Technical Information, Chinese Academy of Tropical Agricultural Sciences, Haikou, Hainan,571101,China
Abstract:
In recent years, more and more researchers in the domestic and abroad have realized that sustainable development is the main road of economic continuity of various countries, and the theme of "green" is more in line with the content of sustainable development. Therefore, green products, green marketing and other "green" related topics have gradually become the focus of people′s research topics. The green marketing strategy of Hainan agricultural products is analyzed in this paper. In the process of research, there are some problems in product, price, channel, promotion, such as imperfect production system and unreasonable price of green agricultural products. According to these problems, the corresponding improvement countermeasures are proposed, which can not only improve the green marketing of agricultural products in Hainan, but also have certain reference value for the improvement of green marketing of agricultural products in other regions of China. Green marketing of agricultural products promotes the development of agriculture accorded with the requirements of China′s sustainable development policy.
Key words:  Hainan agricultural products; green marketing; marketing strategy