银川市农产品加工企业绿色营销的现状及对策研究

在介绍银川市农产品加工企业的概况和特点的基础上，从产品策略、定价策略、分销策略和促销策略4个方面介绍了银川市农产品加工企业的绿色营销现状。分析了银川市农产品加工企业绿色营销存在的问题：一是原料与加工需求矛盾突出，资源综合利用水平低；二是银川市没有形成较为普遍的绿色需求；三是企业实力较弱，没有树立绿色营销的理念；四是政府宏观调控乏力，投入严重不足；五是营销过程为考虑到材料的环保性，企业对专业营销人才的培养投入不足。为了提高企业的绿色营销能力，促进银川市农产品加工企业的发展，提出了相应的对策：一是绿色营销战略，主要包括培育企业的绿色营销理念、搜集绿色信息、加强目标市场战略营销；二是绿色营销策略，主要包括绿色产品策略、绿色价格策略、绿色渠道策略、绿色促销策略。

Status and Countermeasures for the Green Marketing of Agricultural Products Processing Enterprises in Yinchuan City

Based on the overview and characteristics of agricultural products processing enterprise in Yinchuan City,green marketing status of agricultural products processing enterprise in Yinchuan City is introduced from the aspects of product strategy,pricing strategy,distribution strategy and promotion strategy.Problems in the green marketing of agricultural products processing enterprise are analyzed,such as the obvious contradiction between the processing demand and the raw materials,low level of comprehensive utilization of resources,no common demand for green consumption in Yinchuan City,weak strength of enterprise and no concept of green marketing,poor macro-control and insufficient input,neglecting the environmental production of materials during marketing,and insufficient input of enterprises in professional marketing personnel.In order to improve the green marketing ability of enterprises and the development of agricultural products processing enterprise in Yinchuan City,the following countermeasures are put forward:green marketing strategy (mainly including cultivating the green marketing strategy for enterprises,gathering of green information,and strengthening the marketing strategy of target market) and green marketing policy (mainly including green products policy,green price policy,green channel policy and green promotion policy) .