【正文】 ..............................................................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) .................................................................................................................19 促銷組合策略優(yōu)勢(shì) .........................................................................................................19 促銷組合策略劣勢(shì) .........................................................................................................19（三）“墾荒人 ”公司的主要 銷售方案 ....................................................................................19五、我國(guó)綠色食品產(chǎn)業(yè)營(yíng)銷中存在的問(wèn)題 .................................................................................20（一）消費(fèi)者對(duì)綠色食品的認(rèn)知度還不高 ...........................................................................20（二）綠色食品價(jià)格貴，影響消費(fèi) .........................................................................................20（三）我國(guó)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(guó)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(chǎng)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(chǎng)開發(fā)滯后，營(yíng)銷渠道網(wǎng)絡(luò)不健全 .........................................................22六、綠色食品營(yíng)銷策略創(chuàng)新的討論 .............................................................................................22（一）我國(guó)綠色食品面臨的營(yíng)銷困境 ...................................................................................22 營(yíng)銷理論指導(dǎo)的不足 .....................................................................................................23 營(yíng)銷策略單一化 ......................................................................................................