西部地区绿色食品营销渠道建设研究

The Building Study of Green Food Marketing Channel of Western Region

摘要: 随着我国居民收入的增长以及食品安全意识的提高，绿色食品逐渐受到多许消费者的青睐，西部地区绿色食品产业凭借优良的自然环境获得了快速发展。由于地理、经济、技术等原因导致西部地区绿色食品营销渠道存在渠道建设落后、信息化程度低、冷链物流建设滞后等问题，制约着西部地区绿色食品产业的发展。针对西部地区绿色食品营销渠道中存在的问题，企业需要开辟多样化电商渠道、深化绿色营销观念；政府需要推动冷链物流发展、扶持龙头企业、组建绿色食品联合社。企业和政府的联动措施有利于促进西部地区绿色食品营销渠道建设。

Abstract: With the increase of residents’ income and the improvement of food safety awareness in China, green food is gradually favored by the public. The green food industry in western China develops rapidly by virtue of its excellent natural environment. Due to the problems of geography, economics, and technology, the green food marketing channels in western China are faced with such problems as backward channel construction, low degree of informatization and lagging construction of cold chain logistics, which restrict the development of green food industry in western China. Aiming at the problems existing in the marketing channels of green food in western China, this paper puts forward that enterprises should develop diversified e-commerce channels and deepen the concept of green marketing. The government promotes the development of cold chain logistics, supports leading enterprises and sets up green food union and other joint measures to promote the construction of green food marketing channels in western China.