基于PEST-SWOT分析法的我国农产品绿色营销策略研究  

Green Marketing Strategy of Chinese Agricultural Products Based on the PEST-SWOT Analysis

作　　者：仇立[1] QIU Li(College of Management and Economics,Tianjin University,Tianjin 300072)

机构地区：[1]天津大学管理与经济学部,天津300072

出　　处：《安徽农业科学》2018年第11期188-190,198,共4页Journal of Anhui Agricultural Sciences

基　　金：国家社会科学基金项目(08BSH044)

摘　　要：从可持续发展视角切入构建PEST-SWOT模型;运用PEST分析我国深绿色企业、轻度绿色企业践行绿色营销理念所处宏观环境;识别其面临的机会、威胁、优势、劣势,并根据SO、WO、ST、WT组合建议分别实施增长型战略、扭转型战略、多元化战略与防御型战略。认为积极发展绿色经济既利于加快形成节约资源与保护自然生态环境产业结构、增长方式、消费方式;又利于建设资源节约型、环境友好型社会,促进人与自然和谐发展。From the perspective of sustainable development to build PEST-SWOT model;using PEST to analyze the macro environment of green enterprises and light green enterprises in China to practice green marketing concept;identifying the opportunities,threats,strengths and weaknesses;according to the combination of SO,WO,ST and WT,the strategy of growth strategy,twist strategy,diversification strategy and defensive strategy are respectively implemented.It is believed that the actively developing green economy be helpful to speed up the formation of the industrial structure,growth mode,consumption mode that all can save resources and protect the natural ecological environment,is helpful to build a resource-conserving and environment-friendly society and promote the harmonious development of human and nature.

关 键 词：绿色营销 绿色经济 PEST-SWOT模型 决策选择 

分 类 号：S-9[农业科学]