The Research On The Green Food Strategy Of Hunan Province

Since the beginning of the 1990s, environmental protection has become popular in many topics of people and Governments. It connected the consciousness of environmental protection and marketing, and come into being the way of green marketing. Food is the primary factor which has the immediate influence on individual health. So that "Green agriculture", "Green food" is the precursor of the green marketing.With the rise of the green tide of consumer and green barriers installed, development of green food and the implementation of green marketing has become the inevitable choice. As a big agricultural province, Hunan has green food rich in resources, development potential, prospects for green marketing. But it is not optimistic, compared with the domestic green developed provinces, Hunan has a big gap in quantity and quality. Especially in green marketing, there are many problems in marketing concepts behind, a low level of business organizations scale, market competitiveness, marketing channels sluggish, the market breakdown and target market positioning errors, and not to form an effective marketing mix strategy. In the condition of green food industries developing rapidly and the market expanding constantly, it is of much very important to use marketing theory to solves the Hunan agricultural product constitutive property relatively too much and to direct green marketing for the development of green food in Hunan province. The thesis analyzes the basic theories and concept of green food marketing, discusses the background and the present situation, does a more in-depth demonstration analyzes in green psychological and green empirical analysis of consumer. On the basis of classification and characterization of green consumers as a starting point of green consumption, it analyzes the choosing of strategy of green food marking, determines the marketing position and the key points, and brings forward the countermeasures both in governments and enterprises that should be adopted to promote the development of green food of Hunan province.This paper is divided into five parts:1. Analyze the theoretical basis and summarize the features of green food marketing, to explain the basic concepts of green food marketing, to conduct an exploration on the real value and theoretical meaning of speeding up green food marketing of Hunan province, introduce domestic and overseas research situation and put forward research methods. This part establishes the basic of theories for the above research.