标题:
中国有机农产品认证的风险管理和营销策略分析Risk Management and Marketing Strategic Analysis on China's Organic Certification
作者:
谭俊杰, 罗璇
关键字:
有机农产品, 认证, 风险管理, 品牌战略Organic Agricultural Product, Certification, Risk Management, Branding
期刊名称:
《Management Science and Engineering》, Vol.5 No.1B, 2016-02-29
摘要:
本文解读了中国有机产品认证流程，并分析出有机农产品生产者在产品认证初期，尤其是转换期，所面临的来自生产加工和市场销售两大环节主要风险，这包括了病虫草害控制、成本价格控制、以及营销管理三个方面。结合当下中国农产品认证体系的分析，以及对目标消费者行为的判断，本文提出了转换期产品认证多样化以及产品线延伸或品牌延伸的品牌战略，从而降低国内有机农产品认证的风险并提升产品市场营销表现。
This paper aims to propose strategies in
agriculture certification management and branding in order for organic agriculture
risk management. The interpretation of China’s organic product certification
mechanism indicates that the risk in early of the organic certification
application process includes pest control, weed control, insect control, cost
control, as well as marketing management. Through analysis of China’s
agriculture certification mechanism and consumer behavior, a multi-certificates
strategy is proposed in order for reduce the risk in the early stage, and
another product line extension and brand extension strategies are proposed in order
for boosting up the new entrant organic product’s market performance.