论家具企业的绿色营销策略.doc

南京林业大学 本科毕业设计（论文） 题 目： 论家具企业的绿色营销策略 学 院： 经济管理学院 专 业： 市场营销 学 号： 0554122 学生姓名： 杨 晓 云 指导教师： 张 贞 职 称： 讲 师 二OO九年五月二十日 论家具企业的绿色营销策略 摘 要 中国作为世界第一大家具生产国、出口国，家具业发展迅猛，是前景广阔的行业。随着环境观念深入人心，以环境保护为特征的绿色消费正影响着人们消费观念与消费行为，绿色营销也逐渐成为国际营销的新潮流。中国家具企业普遍存在营销观念落后、创新能力弱、环保意识不强等问题，只有改变传统的营销观念，实施绿色营销策略，以环境为中心，树立绿色营销观念、设计绿色产品、制定绿色产品的价格，才能继续在国际家具市场上占据优势地位。 本文从论述绿色营销理论开始，在分析中国家具业的发展现状及存在问题的基础上，阐述了中国家具业实施绿色营销的战略意义，提出绿色营销的主要策略：产品策略、价格策略、渠道策略、促销策略，为从事绿色营销的家具企业提供了一整套合理高效的绿色营销方案，从而帮助增强我国家具企业的竞争力，使其在日益激烈的竞争中占有一席之地。 关键词： 家具企业 绿色营销策略 4P理论  Abstract In China where the largest amount of furnishing are produced and exported , the business of furnishing develops quite fast and its future is promising.As the awareness of environment becomes popular ,the green consumption charicaterised by environment protection is influencing people’s ideas and behaviors of consumption: and green promotion has become a new trend of interrnational promotion .Due to the problems widely existing in China’s furnishing business ,such as out-dated ideas,weak innovation lack of environment awareness and so on ,a company can take the advanced position in international market only by changing traditional promotion ideas, taking green promotion strategry and using green promotion ideas,designing green goods and making the green price of the goods. In this passage , beginning with the telling of green promotion theory , the status quo and the problems of China’s furnishing business are analysed ；and the strategic meaning of practice green promotion in China . I also point out the mean tactics of green promotion: goods tactics, price tactics ,channel tactics promotion tactics ,which provides a series of proper and efficient green promotion proposalsr the objected companies . It can add competivity of China’s furnishing companies，which will win a good position in the cut-throat comptetition. Keywords: furnishing company green promotion tactics 4P theor