从4Ps角度审视绿色食品品牌营销现状

随着环境的变化与消费的升级,人们日益关注健康消费与安全消费,绿色食品消费趋势逐渐形成。但由于绿色食品在产品价格、种类、经营渠道、促销等方面存在的问题,经营商面临着绿色食品有价无市,有牌无名的市场尴尬。对此,经营商必须采取品牌营销的策略,才能摆脱市场困局。文章从市场营销的4Ps角度审视绿色食品的品牌营销现状,并提出相应对策,以帮助绿色食品经营企业走出困境。

4Ps Perspective on Green Food Brand Marketing Status

With the changes in the environment and consumption upgrade, there is growing concern about the health and safety of consumption. Green consumption trend is growing up. However, due to green foods in the product price, variety, operating channels, promotions and other issues, operators are confronted with product having a price but no sales, having a brand but no fame of the market embarrassment. Operators are required to take the brand marketing strategy to get out of the market predicament. In this paper,...