北大荒集团绿色食品品牌营销战略研究..doc

哈尔滨工程大学本科生毕业论文 北大荒集团绿色食品品牌营销战略研究 院 （系）： 专 业： 学 号： 201146015W 学 生 姓 名： 丁香 指 导 教 师： 2015年6月摘要 2080年代以来，，，，随着市场竞争的日趋激烈 北大荒集团依托黑龙江省丰富的农产品资源，，，，论文从首先’s营销战略理论，分别从产品策略、营销策略、渠道策略、价格策略四个方面提出北大荒集团绿色食品品牌营销战略的对策和建议。 关键词绿色食品北大荒品牌营销 ABSTRACT Since the 1980 s， the problem of agricultural sustainable development， and the theory of brand marketing management practice and brand competitiveness hot fields received extensive attention of academia. Green food brand construction and upgrading of competitiveness， and to develop the market， promote industrial upgrading， driving regional economic development of great significance. With the increasingly fierce market competition， and the rapid development of economic globalization， culture of economy increasingly significant， the catalysis of the brand as the carrier of culture， is an important part of enterprise culture， the focus of market competition between modern enterprises are gradually transformed into brand competition. Wilderness Group relies on rich agricultural resources in Heilongjiang Province, green food industry to grow rapidly, forming a green brand has a certain popularity and reputation, the Group has grown to become Chinas largest production base of green foodBut as we see, BeiDaHuang market competitiveness is not strong, the market brand marketing, there are many deficiencies, how to break through the traditional marketing methods to enhance the ability of green food brand marketing, green marketing has become the Great Northern Wilderness Groups focus. In this paper, the Great Northern Wilderness green food brand marketing group for the study, analyzed the paper discusses the following three parts: First, based on the collection and access to China and abroad on a lot of relevant information, analyzes the current situation of the Great Northern Wilderness Group of green marketing, causes of problems and issues; secondly, the analysis of the current situation a