本文以北大荒豆制品公司为主要研究对象，结合国内外绿色营销研究成
果，从传统营销 4p 角度出发，对绿色保鲜豆腐产品研究，对该公司现有营销
策略中存在问题进行深入研究分析，把握当前市场绿色需求发展动态，充分
了解北大荒豆制品优缺点，明确市场定位。产品方面，企业要通过进行绿色
产品延伸来继续扩大市场，提升自己在市场上地位。定价方面，绿色产品定
价不仅仅要考虑企业自己成本和利润，还要充分考虑到当前绿色产品所处市
场环境因素，企业还要把保护环境成本计入绿色产品的绿色价格中，来最终
确定绿色价格，并在市场进行有效实施，建立反馈机制来监督市场绿色价格
变化。渠道方面，绿色渠道是一个企业发展关键，北大荒豆制品公司发展是
离不开自己特有渠道，应该积极拓展绿色产品渠道，无论是传统渠道、现代
渠道还是特殊渠道，都应该被北大荒豆制品公司所重视。促销方面，对北大
荒豆制品的绿色促销方式进行了构建，绿色促销是一个绿色产品向消费传达
自己产品信息一个有效的手段，那么如何做才能达到更好效果，本文从这个
角度出发，建立一套促销实施方案供企业参考。
本文关于北大荒豆制品研究，是对前期学习积累和工作经验的提升。并
且将绿色营销引入了北大荒豆制品公司，是具有绿色营销理论支撑和系统性
思考下所得成果，相信对北大荒豆制品营销策略有利，会更好地激发各个环
节的工作积极性和主动性，从而提高公司的核心竞争力。
关键词：绿色营销；保鲜豆腐；创新哈尔滨工业大学工商管理硕士学位论文
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Abstract
In recent years, at the process of continuous creation in the modern material
civilization, human survival are increasingly troubled by ecological imbalance,
energy crisis, environmental pollution, over-population and others issues ,so
people should make aware of human,natural environment and social environment
unified together, looking for simultaneous from ecology, energy and population,
coordinated , healthy development and harmony with nature, now one of the most
people urgent desire is create a beautiful environment of the civilized green
eco-home. Company's marketing strategy will be more and more pay attention, in
all marketing strategy, the impact of green marketing is increasing, more and
more people recognize that if a business want to development more long-term,
green marketing is the must way.
The main object of study is the company of the Beidahuang, and in-depth
research and analysis the company's existing marketing strategy problems.
Combine with marketing green research at home and abroad, through the fresh
green tofu products, to determine the research base of Beidahuang, to know the
current market demand for green development importance, and its dev elopment
prospects, absolutely understand the Beidahuang advantages and disadvantages
of green fresh tofu products, with a clear market positioning, and should be an
extension of green products to continue to expand markets, enhance their market
position. Come to the pricing of green products not only companies own costs
and profits, but also absolutely take into account of the current market
environment factors, the companies should take into account of the cost of
protect the environment of enterprises when in the final to determine the price of
green products, green, and in the market for effective implementation, and
establish a feedback mechanism to monitor changes in the market green price.
obtain results the key to the development of an enterprise is the green channe, the
Beidahuang products in the market development is inseparable from its own
unique channel, so the company should actively develop green products,
channels, both traditional channels, the modern channels and special channels,
the company should be valued . Building of preservation green marketing green
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