低碳时代汽车企业绿色营销策略研究——基于北京现代汽车的案例分析-工商管理专业论文.docx

摘 要 由于全球环境污染问题日益严重，引发世界性的绿色浪潮，世界进入保护环 境、崇尚自然，促进可持续发展的“绿色消费时代”，对企业的经营活动提出了 严峻的挑战。“绿色消费”也不可避免地引发企业营销观念的新变化，从目前国 内的各行业采用绿色营销的状况看，一些行业已投入相当的人力、物力和财力积 极开展绿色营销，树立了良好的绿色形象，但仍有不少行业绿色营销意识淡薄， 制约了企业的可持续发展。而随着绿色营销外延和内涵的进一步拓展，绿色营销 的问题将更为凸现出来。 本文选择“绿色营销战略”这一主题，旨在更为深入地分析可持续发展战略 下绿色营销的理论，通过阐述绿色营销的外在本质特征和内部理论基础，系统地 研究选取的案例，探讨企业绿色营销的控制和改善，为此文章以现代汽车公司绿 色营销为切入点，着重从宏观环境、微观环境两方面分析公司绿色营销的实施环 境，将产品策略、定价策略、分销策略、促销策略有机的结合起来，并对现代汽 车公司营销策略的效果进行剖析，完善了理论应用，提高了实践效果，初步还原 了绿色营销在企业的运用情况。文章最后通过案例启示引申出当前我国在推进绿 色营销过程中的缺失，并根据缺失原因提出了有针对性的建议对策。通过这些层 面的研究，本文以期对绿色营销理论有进一步的认识，为企业、政府等实施绿色 营销战略在理论运用上提供实践经验。 关键词：绿色营销，营销策略，低碳，汽车行业 Abstract Owing to the worldwide green wave that was caused by the serious global environmental pollution problems, The world enters into the guard ring Environment, advocate natural, promote the sustainable development of the era of green consumption. The business activities of enterprises put forward severe challenges. Green consumption also inevitably leads to new changes in enterprise marketing concepts, the green marketing from the current domestic industries to adopt green marketing situation, some industries have invested considerable human, material and financial resources to carry out green marketing actively, set a good green image, but there are still many industry green marketing consciousness, restricted the enterprises sustainable development. With further expansion of denotation and connotation of green marketing, green marketing problem will become more apparent. Aimed at a more in-depth analysis of the sustainable development strategy of green marketing theory，this paper choose the theme of green marketing strategy. This paper also systematically studies the selected green automobile products green marketing problems and discusses the control and improvement of the enterprise green marketing problems through the elaboration of the green marketing essential feature of external and internal theoretical basis. This paper analysis of the implementation of green marketing e