毕业论文--我国绿色营销的现状及探讨.docVIP

我国绿色营销的现状及探讨以环境保护观念作为其经营思想，以绿色文化为其价值观念，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，实现全社会的绿色循环。通过绿色营销活动，协调了企业利益保护环境的关系，的发展既能满足当代人的需求，又不至于对后代生存和发展构成危害和威胁，即实现社会经济的可持续发展。绿色营销的主体归根到底是企业，绿色营销是企业的营销活动，绿色营销的策略主要是企业的一系列营销策略构成的。绿色营销必将成为21世纪的经营理念关键词：绿色营销 现状 障碍 对策 1.绿色营销概述······················································ 1.1绿色营销的内涵·················································· 1.2绿色营销的特点·················································· 1.3绿色营销的兴起·················································· 2.绿色营销综述····················································· 2.1绿色营销的作用················································· 2.2企业实施绿色营销的意义········································· 3.绿色营销现状分析················································· 3.1中国绿色营销现状介绍··········································· 3.2中国绿色营销面临的障碍 3.2.1绿色营销理念在绝大多数企业中仍未确立 3.2.2企业的生产管理方式滞后 3.2.3绿色营销的发展仍未得到政府足够多的支持 3.2.4全社会性的绿色消费需求并未形成 3.2.5企业的营销组合策略不相适应 4.1我国食品行业绿色营销管理现状································· 4.2我国食品实施绿色营销的必要性 4.3以双汇瘦肉精为例············································· 4.3.1双汇······················································· 4.3.1.1双汇的基本介绍············································ 4.3.1.2双汇瘦肉精事件··········································· 4.3.2双汇瘦肉精在绿色营销中存在的问题·························· 4.3.2.1未开发绿色双汇食品······································· 4.3.2.2未开展绿色促销·········································· 4.3.2.3渠道监控不严············································ 4.3.2.4绿色认证存在问题········································ 4.3.3小结····················································· 5.我国企业实施绿色营销的对策···································· 5.1加大教育宣传引导的力度，尽快培育全社会的绿色意识 5.2树立绿色营销组合观念，实施企业的营销组合策略创新抓好绿色产品的开发 5.2.2刺激绿色需求 5.2.3采用绿色包装 5.2.4合理制定绿色价格 5.2.5选好绿色分销渠道 5.3转变企业的生产经营观念，培育绿色企业文化 5.4大力推行清洁生产，强化绿色质量管理 5.5强化政府的宏观调控职能，确保绿色营销的健康发展 6.总结······························································ 6.1 研究结论 6.2 展望 1.1绿色营销的内涵 绿色营销，广义的解释是指企业营销活动中体现的社会价值观、伦理道德观充分考虑了社会效益，既自觉维护自然生态平衡，更自觉抵制各种有害营销。因此，广义的绿色营销也称伦理营销。狭义的绿色营销主要指企业在营销活动中，谋求消费者利益、企业利益与环境利