A study on the SWOT analysis of green agricultural products and marketing countermeasures in Jilin province | 吉林省绿色农产品营销SWOT分析与对策
2013
Wang Yanming, Jilin Agricultural University, Changchun (China), College of Economics and Management | Zhang Yuejie, Jilin Agricultural University, Changchun (China), College of Economics and Management
chinois. 吉林省是我国重要的绿色农产品产地，绿色农产品产业发展到了一定的规模。为了进一步提高绿色农产品产业的竞争能力，吉林省应建立以维护品牌公信力为持续发展核心绿色的农产品营销战略体系。为此，应建立由绿色农产品质量标准体系、质量认证体系、质量监管体系等组成的绿色农产品营销战略组织体系；完善绿色农产品市场体系和生产体系；采取优品优质的产品策略，采用“地理标识＋产品标识”相结合的品牌策略和差异化定价策略，构建多渠道并进的网络化渠道，利用传统和现代媒介并进的广告宣传策略，将吉林省绿色农产品推向全国高端市场和国际市场。
Afficher plus [+] Moins [-]anglais. Jilin province is China’s leading producer of green agricultural products. Its green agricultural product industry has been developed to a certain scale. To improve competing capability, it is necessary for Jilin province to set up marketing strategies of green agricultural products. Thus, Jilin province should build specification system, quality certification system, quality supervision and management system. In addition, it’s better for Jilin province to adopt superior quality production strategy, geographical indication strategy and differential pricing strategy, and to construct multi-channel network channels, and make use of the advertising strategy through traditional and modern media.
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