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水果对外营销渠道问题是水果营销研究的重要问题。绿色营销能否成功实施，很大程度上取决于绿色营销渠道是否健全。立足于海南水果营销实情，如何改变现状，如何走出一条属于自己且具有竞争力的道路，发挥自身地理、气候、环境、政策等优势，构建合理的绿色营销管理模式及方法，已经成为现阶段以至将来不可忽视的问题。The problem of fruit export channels is important for fruit marketing research. Whether green marketing can be successfully implemented mostly depend on the soundness of green marketing channels. The following problems have been inevitable for the present and even the future, which include how to change the status quo based on Hainan fruit marketing reality, how to develop in one's own competitive way, how to make full use of advantages of geography, climate, environment, policies, etc., how to build reasonable management mode of green marketing. 通过文案调研法、文献研究分析法、比较分析法，研究阐述水果绿色营销及其绿色营销渠道的涵义，分析海 南水果绿色营销渠道的现状及存在问题，提出构建海南水果绿色营销渠道的发展对策。研究讨论的对象主要围绕“创新”一词，创新绿色营销方法，改变海南省水果出口营销“老”路子。在理论分析的基础上，探索本地优势水果的优势竞争力形成条件，比较东盟国家水果出口发展情况以及出口营销方式，结合自身实际情况，取长补短。并研究“老”路子中遇到的营销问题，提出更为有效的水果出口绿色营销的创新思路。This paper studies and illustrates the meaning of green marketing of fruit and its green marketing channels, analyzes the status quo and problems of green marketing channels in Hainan, and proposes the development countermeasures of building green marketing channels of Hainan fruit by means of the following methods of official documents and letters, research and analysis of official documents and letters, as well as comparative analysis.The objective of research and discussion has been revolved around innovation, creating green marketing methods and changing the old way of export marketing of Hainan fruit. On the basis of theoretical analysis, conditions of forming advantageous competitiveness of local advantageous fruit have been explored. In comparison with the development of fruit export and marketing methods in ASEAN countries, lessons are drawn from them in view of local specific actual conditions.Marketing problems in old ways have been studied to offer innovative thoughts for effective green marketing of fruit export. 由于未经亲身实地考察，大部分资料以及考察方法向网络与各相关著作借鉴而为，所以论文中很多数据、研究方法、对策还存在与实际不符的地方，但创新思路为作者主要阐述本文的目的，希望以后能完善知识理论，加强实际经验积累。 Due to a lack of on-the-spot investigation in person, most materials and inspection methods are obtained in reference to internet and relevant works. Therefore, lots of data, research methods and countermeasures in the paper may not match the actual status. However, the purpose of this paper by the author is innovative thinking. The author hopes to improve knowledge and theories and pay attention to the accumulation of actual experience. 关键词：海南水果产品 出口水果发展现状 水果出口实例 绿色营销渠道 策略研究 发展与对策Key words: Hainai fruit products, status quo of exported fruit development, fruit export cases, strategy research, development and countermeasures仅供参考，欢迎� ��正

水果对外营销渠道问题是水果营销研究的重要问题。绿色营销能否成功实施，很大程度上取决于绿色营销渠道是否健全。立足于海南水果营销实情，如何改变现状，如何走出一条属于自己且具有竞争力的道路，发挥自身地理、气候、环境、政策等优势，构建合理的绿色营销管理模式及方法，已经成为现阶段以至将来不可忽视的问题。Fruit external marketing channels is an important problem that fruit marketing research. The success of the implementation of green marketing, depends largely on the green marketing channels are sound. Based on the Hainan fruit marketing situation, how to change the status quo, how to find out a and competitive road, play to their geographical, climate, environment, policies and other advantages, construction management pattern of green marketing and the method of reasonable, has become the present stage and will not be ignored.通过文案调研法、文献研究分析法、比较分析法，研究阐述水果绿色营销及其绿色营销渠道的涵义，分析海 南水果绿色营销渠道的现状及存在问题，提出构建海南水果绿色营销渠道的发展对策。研究讨论的对象主要围绕“创新”一词，创新绿色营销方法，改变海南省水果出口营销“老”路子。在理论分析的基础上，探索本地优势水果的优势竞争力形成条件，比较东盟国家水果出口发展情况以及出口营销方式，结合自身实际情况，取长补短。并研究“老”路子中遇到的营销问题，提出更为有效的水果出口绿色营销的创新思路。Through the study of document investigation method, literature analysis method, comparative analysis method, study on fruit, green marketing and green marketing channels, analysis of the current situation of green marketing channel of Hainan fruit and existing problems, put forward the development countermeasure of constructing the green marketing channel of Hainan fruit. The object studied and discussed mainly around the innovation of the word, the innovation of green marketing method, changing the Hainan fruit export marketing old way. On the basis of theoretical analysis, the formation conditions of local advantages fruit competitiveness, comparative development of ASEAN countries fruit export and export marketing methods, combined with their own actual situation, learn from each other. And marketing problems encountered in the old way, put forward a more innovative ideas of green marketing of fruit exports.由于未经亲身实地考察，大部分资料以及考察方法向网络与各相关著作借鉴而为，所以论文中很多数据、研究方法、对策还存在与实际不符的地方，但创新思路为作者主要阐述本文的目的，希望以后能完善知识理论，加强实际经验积累。Without personal field investigation, most of the data and the method of reference to the network and the related works and countermeasures, so many data, research methods, thesis there are inconsistent with the actual, but the innovative idea for the author of this paper mainly expounds the purpose, hope to improve knowledge, strengthen the accumulation of practical experience.