【正文】 定義 .............................................................................................................8（二）與無公害食品、有機(jī)食品的區(qū)別 ...................................................................................8 發(fā)源地不同 .......................................................................................................................8 標(biāo)識不同 ...........................................................................................................................8 認(rèn)證機(jī)構(gòu)不同 ...................................................................................................................8 認(rèn)證方式不同 ...................................................................................................................8 標(biāo)準(zhǔn)不同 ...........................................................................................................................8（三）、發(fā)展綠色食品的意義 ...................................................................................................8（四）綠色食品行業(yè)發(fā)展現(xiàn)狀分析 .........................................................................................9三、綠色食品行業(yè)的營銷環(huán)境分析 ...............................................................................................9（一）綠色食品的市場規(guī)模及發(fā)展趨勢 .................................................................................9 綠色食品市場規(guī)模 ...........................................................................................................9 綠色食品發(fā)展趨勢 .........................................................................................................10（二）綠色食品的宏觀環(huán)境分析 ...........................................................................................11 政治環(huán)境 .........................................................................................................................11 經(jīng)濟(jì)環(huán)境 .........................................................................................................................11 社會環(huán)境 .........................................................................................................................12 技術(shù)環(huán)境 .........................................................................................................................12（三）競爭環(huán)境分析 ...............................................................................................................13 供應(yīng)商的議價能力 .........................................................................................................13 購買者的議價能力 .........................................................................................................13 新進(jìn)入者的威脅 .............................................................................................................13 替代者的威脅 .................................................................................................................13 同業(yè)競爭者的競爭程度 .................................................................................................13（四） SWOT 分析 .................................................................................................................14精選資料可修改編輯 優(yōu)勢分析 .........................................................................................................................14 劣勢分析 .........................................................................................................................14四、以“墾荒人”為例淺析營銷策略的應(yīng)用 .................................................................................16（一）“墾荒人 ”公司的營銷 策略 ............................................................................................16 產(chǎn)品策略 .........................................................................................................................16 價格策略 .........................................................................................................................16 渠道策略 .........................................................................................................................17 促銷組合策略 .................................................................................................................17（二）“墾荒人 ”公司的營銷現(xiàn) 狀分析 ....................................................................................18 產(chǎn)品策略優(yōu)勢 .................................................................................................................18 產(chǎn)品策略的劣勢 .............................................................................................................18 價格策略優(yōu)勢 .................................................................................................................19 價格策略劣勢 .................................................................................................................19 促銷組合策略優(yōu)勢 .........................................................................................................19 促銷組合策略劣勢 .........................................................................................................19（三）“墾荒人 ”公司的主要 銷售方案 ....................................................................................19五、我國綠色食品產(chǎn)業(yè)營銷中存在的問題 .................................................................................20（一）消費(fèi)者對綠色食品的認(rèn)知度還不高 ...........................................................................20（二）綠色食品價格貴，影響消費(fèi) .........................................................................................20（三）我國綠色食品區(qū)域發(fā)展不平衡，產(chǎn)品結(jié)構(gòu)不合理、生產(chǎn)技術(shù)有待改善 ..................21（四）我國綠色食品的宣傳力度以及促銷手段不足 ...........................................................21（五）綠色食品市場缺乏規(guī)范管理，法制化、規(guī)范化工作不到位，質(zhì)量控制體系不健全21（六）綠色食品市場開發(fā)滯后，營銷渠道網(wǎng)絡(luò)不健全 .........................................................22六、綠色食品營銷策略創(chuàng)新的討論 .............................................................................................22（一）我國綠色食品面臨的營銷困境 ...................................................................................22 營銷理論指導(dǎo)的不足 .....................................................................................................23 營銷策略單一化 ....................................................