I
摘 要
经济的发展和人民生活观念的更新，人们越来越重视吃得健康和营养，食品
安全是一个重要的话题，冻干食品是绿色环保食品的代表。黑龙江省土地肥沃，
地势平坦，是我国著名的“北大仓”，有机绿色食品在起步早，已有一定规模优
势，冻干食品行业的产业化，有利用农业增产，农民增收，改善人民生活，推
动经济的发展。黑龙江省的冻干农产品行业从无到有，通过二十多年的发展，
展现了一定的品牌效应，随之边有获利效应、促销效应和产业扩张效应并行，
早就了黑龙江省的绿色品牌大省地位。实施绿色农产品营销策略时，A 公司认识
冻干产业面临的内外部环境因素和国内外竞争情况，有利于从根本上提高 A 公
司冻干食品的竞争力，推动企业的可持续发展

本文先论述了市场营销策略的有关理论，对绿色农产品营销从 4Ps 理论、营
销组合理论、STP 等方面进行了理论研究，总结国内外同行的发展优势；接着具
体分析了 A 公司的市场营销战略现状，认为 A 公司市场营销存在以下几个问题：
第一，产品包装缺乏创新；第二，营销渠道略显单一；第三，营销工作考核体
系有待完善；最后，促销形式和效果有待改善。以此为基础，从产品、价格、
渠道和促销等四个方面，对 A 公司的营销策略进行了优化研究。最后，论文提
出了 A 公司优化后的营销策略实施的保障措施：一是更新营销理念；二是建立
完善的营销人员考核体系；三是加强营销队伍建设；四是细化品牌定位

关键词：A 公司；营销策略；竞争力；冻干农产品 。ABSTRACT
Economic development and people's life idea update, people pay more and more
attention to eat healthy and nutrition, food safety is an important topic, the
representative of the freeze-dried food is green food. Heilongjiang province land is
fertile, flat, is our country famous north warehouse, organic green food in started
early, have a certain scale, the industrialization of freeze-dried food industry, use of
agricultural production, increasing farmers' income, improvement of people's life,
promote the development of the economy. Heilongjiang province freeze-dried
agricultural industry from scratch, through 20 years of development, shows a certain
brand effect, then have profit effect, promotion effect and parallel industrial
expansion effect, the heilongjiang province green brand position early.
Implementation of green agricultural products marketing strategy, A company known
freeze-dried industry facing the internal and external environment factors and
competitive situation both at home and abroad, to fundamentally improve the
competitiveness of the company A freeze-dried food, promote the sustainable
development of the enterprise.
This paper first discusses the marketing strategy related theory, the green
marketing of agricultural products from 4 ps theory, marketing mix theory, STP
theory research, summarizes the development of the domestic and foreign
counterparts; Then A concrete analysis of the current situation of A company's
marketing strategy, think A company marketing three problems: first, the product
packing lack of innovation; Second, the marketing channel is shown slightly single;
Third, marketing work appraisal system to be perfect; Finally, the promotion form
and effect remains to be improved. On this basis, put forward the measures of A
company to perfect the market marketing strategy and guarantee means: it is to
update the marketing concept; The second is to establish perfect marketing personnel
appraisal system; Three is to strengthen the construction of marketing team; Four is
refining the brand positioning.
KeyWords: Freeze drying of agricultural products; marketing strategy; competitive
power; STP