毕业论文08商务市场营销33班万佳丽.docVIP

我国绿色营销的现状及探讨 摘要 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，协调了企业利益和保护环境的关系，这样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 目录 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.我国食品行业的绿色营销现状分析及其探讨-----以双汇瘦肉精为例···· 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······················································· 双汇的基本介绍············································ 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·························· 未开发绿色双汇食品······································· 未开展绿色促销·········································· 渠道监控不严············································ 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··········· 5.2.1抓好绿色产品的开发····································· 5.2.2刺激绿色需求····································