PAGE\*MERGEFORMAT27摘要随着电子商务时代的到来，推进了绿色食品的营销，此趋势使得绿色食品的营销成本降低，营销的速度得到提高。文章对绿色食品的研究是在网络营销的背景下而展开的，运用了文献研究法和调查法等方法来讨论绿色食品电商营销问题。重点发展绿色食品营销网络的市场，使其影响力不断扩大、进一步促进农民增产是我国经济社会发展的重要动力。但是当前我国消费者对传统营销模式的理念无法撼动，在加上我国的网络营销环境尚未做出规范，在实际中的弊端日益显露，文章对我国当前的具体情况来进行探讨，从根源上解决当前存在的问题，并从市场机制、产业结构、品牌形象、政府扶持力度、农产品网络营销模式等方面构建相应措施，使网络营销成为发展绿色食品的有效途径，从而推动我国绿色食品企业的核心竞争力和农村电子商务的蓬勃发展。关键词：电子商务；绿色食品；农产品；产业链ABSTRACTWiththeadventoftheeraofe-commerce,themarketingofgreenfoodhasbeenpromoted,whichmakesthemarketingcostofgreenfoodreducedandthemarketingspeedimproved.Theresearchongreenfoodiscarriedoutinthecontextofnetworkmarketing.Thepaperdiscussesthee-commercemarketingofgreenfoodwiththemethodsofliteratureresearchandinvestigation.ItisanimportantdrivingforceforChina'seconomicandsocialdevelopmenttofocusondevelopingthemarketofgreenfoodmarketingnetwork,tomakeitsinfluencecontinuouslyexpandandfurtherpromotefarmers'productionincrease.Butthecurrentourcountryconsumerconceptoftraditionalmarketingmodelcannotshake,combinedwithourcountry'snetworkmarketingenvironmenthasnotyetmadeaspecification,emerginginpracticalshortcomings,thispaperdiscussesthecurrentsituationofourcountryto,fromthesourcetosolvetheproblemsexistinginthecurrent,andthemarketmechanism,industrialstructure,brandimage,governmentsupport,therespectsuchasagriculturalproductnetworkmarketingmodeltobuildthecorrespondingmeasures,theeffectivewaystomakethenetworkmarketingdevelopmentofgreenfood,thustopromotethecorecompetitivenessofChina'sgreenfoodenterpriseandthevigorousdevelopmentofe-commerceinthecountryside.Keywords:Electroniccommerce；greenfood；agriculturalproducts；industrialchain目录TOC\o"1-3"\h\uHYPERLINK\l"_Toc4049"一、绪论PAGEREF_Toc40496HYPERLINK\l"_Toc21994"（一）研究目的及背景PAGEREF_Toc219946HYPERLINK\l"_Toc16608"1、研究背景PAGEREF_Toc166086HYPERLINK\l"_Toc9134"2、研究目的PAGEREF_Toc91346HYPERLINK\l"_Toc15845"3、研究意义PAGEREF_Toc158457HYPERLINK\l"_Toc24140"（二）国内外研究综述PAGEREF_Toc241407HYPERLINK\l"_Toc19232"