| Nowadays, with the increasing environment pollution, the food that people depend on is also polluted, which threatens people' s health greatly. With the establishment of thoughts of sustainable development in agriculture and the rise of green consumption wave, concepts of green food, organic food and so on came out and showed a promising prospect. The future tendency is that only food grown from clean soil and produced in clean manners is more competitive. In our country, with the raise of people' living standard, whether they can really possess more good-health food or not becomes an important sign of improvement of the comparatively well-off life quality. At the same time, developing green agricultural products is an important content to realize the transition of economy increasing mode in our country because of its significant meaning in optimizing agriculture structure, promoting agricultural industrialization, enhancing agricultural products exportation and improving the agricultural eco-environment.This paper chose Shandong province as a typical region, discussed how to accelerate the green agricultural products industry in terms of base construction and marketing strategies. Based on assimilating internal and external useful achievements, this paper attached importance to Shandong ' s actual condition, and tried to reflect some innovation in base construction and operation, specific marketing countermeasures and so on. Some novel and practicable thinking is also brought up for decision makers to refer to.The main body of this paper is divided into four sections.Section one: The distinction of relative concepts. Three common concepts, namely, non-polluted agricultural product, green food and organic food, were introduced at the first, then this paper analyzed the connections and emphatically summarized the differences among them.Section two: The present developing conditions and circumstances of Shandong' s green agricultural products. Firstly, this paper analyzed the product scale, the product structure and the regional structure of Shandong' s certificated products. Then it stated the advantage and disadvantage factors for developing green agricultural products. The advantage factors mainly include macroscopic economy conditions, support of the government, location and traffic conditions, present economy basis and so on. And the disadvantage factors include the great pressure caused by entering WTO and green rampart, internal quality standard system and verification system, network of management and service, agricultural resources and rural eco-environment, etc.Section three: Base construction of green agricultural products in Shandong province. Firstly, this paper pointed out that national standard NY/T391-2000 was a reasonable and practicable reference for evaluating environmental quality of green agricultural products base in Shandong . About the assessment method, the paper suggested a combination of single pollution index method and comprehensive pollution index method. Secondly, some countermeasures on base construction were put forward as following: persisting a proper scale, organizing productions complying withstandards strictly, stressing characteristics and improving professional level, enhancing the sci-tech level and basic quality of producers, establishing perfect interest connection mechanism etc. At last, some models were summarized as reference for different districts to refer to.Section four: research on marketing strategy of Shandong' s green agricultural products. Firstly it analyzed the marketing environment and some optimizing approaches were given. According to the analysis above as well as the self-characters of green agricultural products, this paper then put forward five marketing strategies, namely, brand operation strategy, social marketing strategy, green marketing strategy, differential marketing strategy and region strategy. Some specific countermeasures were offered at the same time. |
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