| Author | Jiang, Ling Ling |
| Call Number | AIT RSPR no. SM-99-79 |
| Subject(s) | Natural foods--Marketing--China
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of
Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | The development of greenfood has experienced 10 years in China, they are still in the stage of development and exploration. What needs to be pointed out is the difference between Chinese greenfood development and that of many other countries. While foreign non-governmental organizations have played a leading role in their countries' organic foods development, in China, greenfood program is orchestrated by government with a view to solving environmental problems and improving food qualities for the Chinese people. In order to effectively encourage marketing of greenfood, through in-depth interview with officers who are in charge of the administrative organs for greenfood at various levels, six producers and sellers of each category, respectively, the research examined the process and function of government in marketing issues on greenfood, and discovered and analyzed the pros and cons of regulations between government protection and government intervention. The most important finding of this research is that the marketing consciousness among Chinese government and enterprises on greenfood is not mature. And the overall situation of greenfood marketing is not active and needs very much to be improved. The research will be useful in pointing out to government and producers how to take marketing consideration into account as they make policy and plan their production on greenfood. Such research can alert the greenfood industry to coming opportunities and threats. And finally, recommendations are put forward to help the government at various levels, producers and sellers form an effective marketing strategy for greenfood development. |
| Year | 1999 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Speece, Mark W. |
| Examination Committee(s) | Igel, Barbara ;Bechter, Clemens; |
| Scholarship Donor(s) | Government of Germany (DAAD); |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1999 |