【正文】 的內(nèi)容，有效的推 進(jìn)了該行業(yè)的發(fā)展，極大地促進(jìn)了當(dāng)?shù)亟?jīng)濟(jì)的發(fā)展。為 了彰顯綠該類食品的特殊性、安全性， 認(rèn)證 部門對(duì)其商標(biāo)進(jìn)行了專門的注冊(cè)，共包括標(biāo)志圖形、中英文及圖形、文字組合等 4 種形式在 9 大類商品上共 33 件證明商標(biāo)。闡述現(xiàn)狀 環(huán)境分析 前景預(yù)測(cè)綠色食品來(lái)源定義分類區(qū)別發(fā)展意義現(xiàn)狀分析綠色食品營(yíng)銷環(huán)境市場(chǎng)分析微博營(yíng)銷微信營(yíng)銷存在問(wèn)題結(jié) 論宏觀分析競(jìng)爭(zhēng)分析SWOT 分析營(yíng) 銷 策 略 創(chuàng) 新精選資料可修改編輯 （二）與無(wú)公害食品、有機(jī)食品的區(qū)別 發(fā)源地不同無(wú)公害”這個(gè)概念是國(guó)外的有關(guān)專家和學(xué)者提出來(lái)的，而這種產(chǎn)品則最早是從中國(guó)起源的，有機(jī)食品和有機(jī)農(nóng)業(yè) 是從歐洲發(fā)展起步的。 【關(guān)鍵詞】綠色食品 營(yíng)銷戰(zhàn)略 發(fā)展前景目 錄一、 緒論 .........................................................................................................................................6（一）選題背景 .........................................................................................................................6（二）研究?jī)?nèi)容與研究方法 .....................................................................................................7精選資料可修改編輯 研究?jī)?nèi)容 ...........................................................................................................................7 研究方法 ...........................................................................................................................7（三）論文結(jié)構(gòu) .........................................................................................................................7二、 綠色食品行業(yè)概況 .................................................................................................................8（一）綠色食品的定義 .............................................................................................................8（二）與無(wú)公害食品、有機(jī)食品的區(qū)別 ...................................................................................8 發(fā)源地不同 .......................................................................................................................8 標(biāo)識(shí)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(yíng)銷環(huán)境分析 ...............................................................................................9（一）綠色食品的市場(chǎng)規(guī)模及發(fā)展趨勢(shì) .................................................................................9 綠色食品市場(chǎng)規(guī)模 ...........................................................................................................9 綠色食品發(fā)展趨勢(shì) .........................................................................................................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(huì)環(huán)境 .........................................................................................................................12 技術(shù)環(huán)境 .........................................................................................................................12（三）競(jìng)爭(zhēng)環(huán)境分析 ...............................................................................................................13 供應(yīng)商的議價(jià)能力 .........................................................................................................13 購(gòu)買者的議價(jià)能力 .........................................................................................................13 新進(jìn)入者的威脅 .............................................................................................................13 替代者的威脅 .................................................................................................................13 同業(yè)競(jìng)爭(zhēng)者的競(jìng)爭(zhēng)程度 .................................................................................................13（四） SWOT 分析 .................................................................................................................14精選資料可修改編輯 優(yōu)勢(shì)分析 .........................................................................................................................14 劣勢(shì)分析 .........................................................................................................................14四、以“墾荒人”為例淺析營(yíng)銷策略的應(yīng)用 .................................................................................16（一）“墾荒人 ”公司的營(yíng)銷 策略 ............................................................................................16 產(chǎn)品策略 .........................................................................................................................16 價(jià)格策略 .........................................................................................................................16 渠道策略 .........................................................................................................................17 促銷組合策略 .................................................................................................................17（二）“墾荒人 ”公司的營(yíng)銷現(xiàn) 狀分析 ....................................................................................18 產(chǎn)品策略優(yōu)勢(shì) .................................................................................................................18 產(chǎn)品策略的劣勢(shì) .............................................................................................................18 價(jià)格策略優(yōu)勢(shì) .................................................................................................................19 價(jià)格策略劣勢(shì) .....................................................