森工企业绿色食品营销渠道重构浅议  

On the Reconstruction of Green Food Marketing Channels of Forestry Enterprises

作　　者：杨长峰[1] 黄艳艳[1] 韩柳平 

机构地区：[1]东北林业大学经济管理学院,哈尔滨150040 [2]北京昌平区职工学校,北京102200

出　　处：《中国林业经济》2009年第3期29-31,共3页China Forestry Economics

摘　　要：在对森工企业绿色食品营销渠道现状分析的基础上,指出其目前在代理商、渠道冲突和物流系统等方面存在的问题,并对其原因进行了分析,进而对营销渠道的重构提出确定、合理的渠道结构,选择具有绿色声誉的渠道成员,建立完善的渠道管理机制与将绿色食品的物流业务外包给绿色物流公司等方面的对策,目的在于促进森工企业绿色食品产业的发展。In the recently years, the development of green food industry in China is becoming very fast, which has established a national coverage of green food production, certification and marketing network now. Green food industry is playing a very positive role in the adjustment to agricultural structure , improving the image of China＇ s agricultural products in the international market, improving the safety level of domestic agricultural products. But nowadays the sales performances of green food are not very optimism, the main reasons are the bottom necks of green food marketing channels. This article Based on analyzing the current condition of marketing channels of forestry enterprises, and points out the problems in agents, channel conflict and logistics system, and analyzes the reasons, and then brings out the countermeasures in determining a reasonable channel structure , choosing channel members with green reputation, setting up channels with sound management mechanism and outsourcing the green food logistics business to green logistics companies for the reconstruction of marketing channels with a purpose to developing the green food industry of forestry enterprises.

关 键 词：绿色食品 营销渠道 重构 

分 类 号：F326.5[经济管理—产业经济]