An Empirical Study on Marketing Effectiveness Evaluation of Green Food Industry

This study aims to evaluate the marketing effectiveness of green food industry in Hubei Province via fuzzy comprehensive evaluation. Based on the cost basis of analysis of present situation, an evaluation system of marketing effectiveness evaluation on green food industry is established from three aspects, including the industry factor, policy factor and marketing performance factor. And fuzzy comprehensive evaluation method is used to make the quantitative research, analyze the major obstacle to promotion of green marketing. Finally some countermeasures are proposed to promote the marketing effectiveness of green food industry in Hubei Province.


INTRODUCTION
Green food is a safety, quality, nutritious food.Complying with the principles of sustainable development, green food is produced according to specific criteria and methods, identified by the specialized agencies and licensed to the use the logo of green food.Green food is an important achievement in the field of agricultural products and food safety certification in China.As a major agricultural province, Hubei is a land flowing with milk and honey, where green food is rich in resources and green food industry has achieved a great development.But the green food enterprises in Hubei Province encounter many problems in the aspects of marketing, which seriously restrict the further development of green food industry in Hubei Province.Therefore, it has become an important topic to how to improve the marketing level of green food enterprises in the fierce market competition.Many scholars and experts have done a lot of valuable research on the marketing effectiveness evaluation of green food industry using different methods from different angles (Chen, 2010;Le and Yan, 2005;Li and Li, 2013;Hou, 2012).At present, the domestic research of green food marketing is limited to qualitative analysis or simple descriptive statistical analysis and there is less study on the regional characteristics responding to Hubei province and the use of quantitative methods, so this study attempts to break something from the above aspects.From the perspective of the green food, the study builds a marketing effectiveness evaluation index system of green food industry and performs the comprehensive evaluation via the fuzzy comprehensive evaluation and analytic hierarchy process, finally proposes some countermeasures to promote the development of green food industry in Hubei Province.

METHODOLOGY
Construction of evaluation index system: Marketing effectiveness evaluation index systems of green food industry is both contact and interacts with each other by a group and it is an organic whole consisting of index factor according to a certain hierarchy.Evaluation system is a link to contact an expert assessment and evaluation object, which is a bridge connecting the evaluation methods with evaluation object (Liang, 2009).Only to perform comprehensively the evaluation system and the indicators, we can produce a reasonable assessment of marketing effectiveness of green food industry as much as possible, to promote the development of green food industry in Hubei Province.Consolidated results of their research, referring to its index system, this study attempts to construct an evaluation system consisting of the three first-level indicators, twelve second-level indicators (Table 1).

Comprehensive evaluation model via the fuzzy comprehensive evaluation: By means of Analytic
Hierarchy Process (AHP), this study mainly uses the theory of fuzzy comprehensive evaluation to study the evaluation factors and ultimately quantify the value of the way to represent the results of the evaluation.The main steps of the application are shown as the following (Satty, 1980;Xiong et al., 2013;Jiang et al., 2009;Cao, 2008): • Generating the multi-level analysis of the structure meeting the study requirements • Constructing the comparison judgment matrix U after comparing the importance of each element on the same level • Determining the weight among the indicators after calculating separately for each judgment matrix • Building a collection of reviews rating: (1) • Establishing the judgment matrix R i • Performing the fuzzy comprehensive evaluation: where, w i = The inner weight of the first-level indicators R i = The judgment matrix responding to the firstlevel indicators: where, W = The weight among the first-level indicators S = The membership of reviews set V responding to the factor U A = The total evaluation vector • Determining the evaluation grade: where, V T = The transpose matrix of a matrix evaluation level value V

CASE STUDY
Based on the development of green food industry in Hubei Province, a special case is studied as the following several steps.

Calculation the weight among the indicators via
Performing the fuzzy comprehensive evaluation: ( ) Compared with the standard score in Table 2, the grade of three first-level indicators is all in the middle grade; finally the total evaluation score is in the middle grade, which is consistent with the practice.

SOME COUNTERMEASURES
According to the case study above and current development of green food industry, some countermeasures are put forward as follows.
To increase policy support: All localities of all provinces should turn the development of green food industry into an important content of the quality and safety of construction of agricultural products.
To strengthen quality supervision: According to the relevant laws and regulations of the country, the government should perform its regulatory functions of the quality and safety of agricultural products, strengthen the whole regulatory, vigorously carry out inspection, sampling, inspection case series monitoring measures, prevent the occurrence of agricultural product quality safety accident and establish and maintenance the influence of green food brand.
To optimize product structure: According to the different consumer groups, enterprises should take the market as the guidance to develop green food.And enterprises should actively develop green food farming and intensive processing, so as to optimize the structure of products, increase product added value.
To development green marketing: All government and functions departments should actively build green marketing platform for enterprises, organize the green food enterprise and supermarkets, stores, docking to cooperative, encourage and support the green food enterprises to participate in domestic and international green food exhibition activities and work together to foster green food professional market, accelerate brand development of green food industry.

CONCLUSION
In this study, an evaluation system of marketing effectiveness of green food industry is established from three aspects.A model of fuzzy comprehensive evaluation is used to analyze the marketing effectiveness of green food industry in Hubei Province.And the result of an empirical analysis proved to be valid.And four countermeasures are proposed to promote the development of green food industry in China.
AHP: According to the above methods and principles, combined with the actual situation of certain green food enterprises, the AHP model of simulation experiments is easily built and judgment matrices are established and calculated, so weights among the index are shown in the following outcome: w = (0.45 0.40 0.15) w 1 = (0.10 0.40 0.20 0.15 0.15) w 2 = (0.50 0.50) w 3 = (0.45 0.15 0.10 0.10 0.20)Building a collection of reviews rating: According to the purpose of marketing effectiveness evaluation of green food industry, a collection of reviews rating is established below: Based on the evaluation rating given rater, the membership is established; and the three judge matrices are shown as the following Determining the evaluation grade and outcome analysis: According to the Table2, the represent score of each grade level are median as a judge and the evaluation outcome set is as follows:

Table 1 :
Evaluation system of marketing effectiveness of green food industry