茶饮料调查分析.docVIP

河南科技大学 课 程 设 计 说 明 书 课程名称 阶 段 论 文 题 目 软饮料市场的绿色营销 ——以茶饮料为例分析 学 院 ＿＿ 管理学院＿ ＿＿ ＿ 班 级 ＿ ＿＿营销071 ＿ ＿ ＿ 学生姓名 ＿＿＿＿蔡国华＿＿＿＿ 指导教师 ＿＿＿＿侯新生＿＿＿＿＿＿ 日 期 ＿＿＿＿2010.6.26＿＿＿＿＿ 软饮料市场的绿色营销随着城乡人民生活水平的不断提高，很多中国消费者已经开始关注他们的日常饮食对的消费提出新的要求。Abstract Facing the environment worsening today, green marketing is no longer a simple sense of marketing idea of revolution, it has involved enterprise, consumer interest, environment of harmony. In recent years, urban and rural people with the continuous improvement of living standards, many Chinese consumers have started to pay attention to their daily diet, especially for life and works of soft drinks consumption demands new. Soft drink industry is an extremely competitive industries, So soft drink industry to the current market, we must start from the perspective of social environment, the angle view of consumers, green marketing tool. In a healthy life concept of tea beverage, due to its advantages of drinking and natural healthy, more and more consumers. This paper from the Chinese soft drinks tea beverage market of the market, the author briefly analyzes the present situation and the consumer market of tea, this paper expounds the characteristics of Chinese tea beverage, and the problems faced by established on the basis of market competition pattern of green marketing innovation, establishing China tea drink, the sustained and healthy development of the market. Keywords: soft drinks tea drink green marketing 目录 前言 4 第1章 我国茶饮料市场的现行的营销分析 5 1.1产品策略 5 1.2渠道策略 6 1.3促销策略 6 1.4定价策略…………………………………………………………………….7 第2章 绿色营销实施的理论基础 8 2.1实施绿色营销的重要性和必要性 8 2.2实施绿色营销的意义 8 第3章 中国茶饮料市场的实施绿色营销存在的问题和原因 10 3.1没有形成全社会性的绿色消费需求 10 3.2企业仍未确立绿色营销理念 11 3.3企业的生产管理方式滞后 12 3.4 13 3.5政府没有足够的支持措施…………………………………………………14 第4章 茶饮料行业实施绿色营销的手段 17 4.1加强绿色营销的宣传 17 4.2完善法律制度 17 4.3国家社会的支持 18 第5章 软饮料实施绿色营销的未来展望 18 结　　论 20 致　　谢 21 参考文献 22 前言 良好的生态环境是人类赖以生存、发展的基本条件，然而由于那种过度掠夺的消费方式和不可持续的生产方式却使人类正面临着生存的危机。与全球追求健康生活方式的趋势一致，很多中国消费者已经开始关注他们的日常饮食