Research On The Marketing Channel Strategies Of Green Foods For BEIDAHUANG GRUOP

With the development of economy,environmental pollution has increasingly become a problem of concern to people.Green consumption based on the concept of green environmental protection is gradually rising,and green food marketing is also gradually developing.In recent years,green food has developed rapidly throughout the country,the brand effect of green food has been increasing,the level of industry has been rising,and the overall scale has continued to expand.Among the green food enterprises,Beidahuang Group is a large enterprise integrating production,marketing and service.It promotes the dominant position of green food in market competition,optimizes the industrial structure of green food,and improves the quality and safety level of green food industry.Beidahuang Group plays an important role in the development of green food industry.However,in the green food market,the market share and sales status of Beidahuang Group is not very optimistic.It is of practical significance to study the construction of its green food marketing channel.In this paper,Beidahuang Group's green food marketing channels as the research object,to explore how Beidahuang Group strengthens the green food marketing channel capacity under the existing market conditions,and improve business performance.Firstly,the paper summarizes the concept of green food and marketing channel theory;secondly,it analyses the current situation of green food industry and marketing in Beidahuang Group,and constructs the PEST-AHP model to make qualitative and quantitative analysis of the macro-marketing environment of green food.According to the current situation and marketing effect of Beidahuang marketing channel,it summarizes the main problems of Beidahuang involving products,brands and channels.Finally,the marketing channel of Beidahuang Group's green food is constructed,and the optimization scheme is put forward in the channel structure,channel control and other aspects,and the marketing strategy of Beidahuang Group's green food is put forward,so as to optimize products and promote brand building.The purpose of this paper is to analyze the current situation and shortcomings of Beidahuang Group's marketing channels,design and construct marketing channels,and put forward optimization suggestions.On the one hand,it can promote the improvement of Beidahuang Group's marketing channels,on the other hand,it can provide reference for other green food enterprises to improve their marketing channels.