Green Strategy Performance Evaluation Of Characteristic Agricultural Products Enterprises

As China is a great agricultural country,agriculture plays a very important role in our national economy.Hundreds of millions farmers in China make a living by planting and selling agricultural products.Under the trend of consumption upgrading,consumers pay more attention on the quality,not just diversity of the products.Green agricultural products are getting more and more popular because of their safety,high quality and good impression.Green product strategy has been studied both by academic society and business world,mainly focused on supply chain management,marketing or business management.There is little research on the performance of green strategy in a certain industry.This research focus on the influence factors of green strategy performance and aim to make contributions in the area both in theory and practice.According to the features of characteristic agricultural products enterprises,this research discussed the relationship between sustainable development theory,stakeholder theory,corporate social responsibility theory,system management theory and green strategy performance evaluation.Using DPSIR model,the writer qualitatively analyzed green strategy in five aspects--drive,pressure,state,impact and response.Then,based on existing evaluation system research and advise of related expertise,the writer chosed 15 indexes and introduced VIKOR method to build a evaluation system of green strategy performance.Last,the writer used it to evaluate 5 characteristic agricultural products enterprises in Yunnan.The result proved that this evaluation system worked well.This research introduced a performance evaluation system of green strategy for characteristic agricultural product,which can be used not only to provide evaluation reference for green agricultural product enterprises,the governments and other stakeholders,but also to help the enterprises build up green development strategy.