绿色食品营销的三个关键点

运用消费者采用过程五阶段理论和焦点-卖点-售点理论两种分析方法对中国绿色食品营销现状进行分析,指出绿色食品营销的三个关键点:一是消费者从知晓阶段到兴趣阶段的转化率过低,二是对绿色食品持有正面评价的消费者比例过低,三是试用绿色食品消费者比例不高。因此,要解决好三个关键营销点,就必须充分发挥绿色食品焦点的吸引力;做好卖点工作,增加消费者对绿色食品的正面评价;并完善售点服务,提高试用者比例。

Three Key Points of Green Food Marketing

With the help of two analytic methods -- five-stage of theory and focus-selling-service theory, this study analyzes the present situation of green food marketing in China, and finds out three key points of green food marketing: the first is the low conversion ratio from the consumers of knowing green food to the ones being interested in it; the second is the small number of consumers which have the positive appraisal to green food; the third is the small quantity of consumers which can buy and taste the green food. In a word, the best way of solving the key points of green food marketing is to bring into play the attraction of the focus, and do the selling well so as to enlarge the positive appraisal to green food; and then improve the service quality in the selling sites .