北大荒集團(tuán)綠色食品品牌營(yíng)銷戰(zhàn)略研究

1、哈爾濱工程大學(xué)本科生畢業(yè)論文北大荒集團(tuán)綠色食品品牌營(yíng)銷戰(zhàn)略研究 北大荒集團(tuán)綠色食品品牌營(yíng)銷戰(zhàn)略研究院 （系）： 經(jīng)濟(jì)管理學(xué)院 專 業(yè)： 工商管理學(xué) 號(hào)： 201146015W學(xué) 生 姓 名： 丁香指 導(dǎo) 教 師： 楊洪濤 教授2015 年 6 月2ABSTRACTSince the 1980 s， the problem of agricultural sustainable development，

2、 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 mar

3、ket， 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 inc

4、reasingly 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 com

5、petition.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

6、China's 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 met

7、hods to enhance the ability of green food brand marketing, green marketing has become the Great Northern Wilderness Group's focus. In this paper, the Great Northern Wilderness green food brand marketing group for the

8、 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 Wildern

9、ess Group of green marketing, causes of problems and issues; secondly, the analysis of the current situation and the status quo of green food industry brand marketing on the Great Northern Wilderness Group, SWOT analysis

10、 tools Wilderness green Group in the process of brand marketing strengths, weaknesses, opportunities and threats detailed analysis, use of PEST analysis, social environment, technological environment, political and legal

11、 environment, economic environment is analyzed. Also use the Porter's five forces model of its competitors were analyzed.Finally, based on the above results extend the existing theory 4P's marketing strategy, fro

12、m product strategy, put forward countermeasures and suggestions Green Wilderness Group brand marketing strategy marketing strategy, channel strategy, pricing strategy and government protection policies in five areas resp