毕业设计（论文）-鞍山中通公司绿色营销策略研究.doc

鞍山中通公司绿色营销策略研究 摘 要 绿色营销，是指企业以环境保护观念作为经营哲学思想，以绿色文化为价值观念，以消费者的绿色消费为中心和出发点，力求满足消费者绿色消费需求的营销策略。食品行业是国民经济中的一个重要行业，特别是绿色食品行业，随着我国整体经济的持续高速发展，人民生活品质和社会整体福利水平的逐步提高，将有着良好的市场需求和巨大的发展潜力。中通公司作为鞍山市生产绿色食品的一个龙头企业，在绿色产业迅猛发展，市场不断扩大的条件下，运用绿色营销有关理论指导经营，对中通公司可持续发展具有重要意义。本文首先对鞍山中通公司的绿色营销现状以及营销活动中存在的问题进行了全方位的分析研究，从消费者绿色消费特点出发，结合中通公司自身特点制定了绿色营销策略，以此来弥补中通公司绿色营销的不足，拓宽企业的经营范围，找到新的经济增长点，促使中通公司快速健康发展。 关键词: 中通公司；绿色营销；策略 Green Marketing Strategy Research of AnShan ZhongTong Co.Ltd Abstract The green marketing, is refers to the enterprise by the environmental protection idea to take the management philosophic thinking, take the green culture as the value idea, expends take consumers green as the center and the starting point, makes every effort to meet the consumer green expense need the marketing strategy. Food industry, expecially Green Food industry , which is important and special industry in national economy , has prosperous market demands and tremendous potential with the improvement of the peoples life.The Zhongtong Co.Ltd as a main enterprise of Anshan production green foods, in the green industry development swiftly, under the condition which the market expands unceasingly, speeds up the product marketing using the green marketing related theory, impelling to pass the company green industry development to have the vital significance.The article first analyses AnShan zhongtong Co.Ltd comprehensively and the main problems of the martkting strategy .Embarks from the consumer green expense characteristic,making up insufficiency of Zhongtong Co.Ltd green marketing by this, causes to Zhongtong Co.Ltd through the implementation green marketing to open up the enterprise t management scope, found the new economical point of growth, urges Zhongtong Co.Ltd with fast healthy development. Key Word : ZhongTong Co.Ltd ；Green Marketing；Strategy 1 绪论 1 1.1 研究背景 1 1.2 国内外研究现状 1 1.2.1 国外研究现状 1 1.2.2 国内研究现状 2 1.3 研究目的 3 1.4 主要研究方法 3 2 中通公司的绿色营销现状及存在的问题 5 2.1 绿色营销的界定 5 2.2 中通公司的绿色营销现状 5 2.2.1