绿色营销分析.docVIP

. . 郑州科技学院 专科毕业设计（论文） 题 目 企业绿色营销探析 学生姓名 金仅仅 专业班级 市场营销一班 学 号 201138019 所 在 系 工商管理系 指导教师 王巧丽 完成时间 2013 年11 企业绿色营销探析 摘 要 21世纪是一个以绿色为主色调的世纪。随着物质经济水平的大幅提高，绿色意识深入人心，绿色消费已成为一种国际潮流。顺应这一潮流，绿色营销必将成为企业竞争的新思维。实施绿色营销有助于企业构建绿色企业形象，赢得独特的竞争优势，同时也是社会和企业实现可持续发展的有效手段。绿色营销观念，是环境问题强化的产物，随着绿色营销实践的深入，不仅强调了环境保护，还强调了可持续发展以及在此基础上的社会、经济、人口、资源、环境等的协调发展。面对环境不断恶化的今天，绿色营销已不再是一种简单意义上的市场营销观念的革命。它涉及到企业、消费者、环境三者利益的和谐统一，通过对绿色营销进行系统地分析，了解我国企业绿色营销发展过程中的问题并提出建议，这有助于我国绿色营销的实施以及可持续发展的实现，因而具有十分重要的战略意义。 本文阐述了绿色营销概念，特点及意义，然后分析了绿色营销存在的问题及原因，最后提出发展绿色营销的策略即绿色产品、绿色价格、绿色渠道和绿色促销，实现企业可持续发展。 关键词：企业营销／绿色营销／绿色营销策略 ANALYSIS OF GREEN MARKETING ABSTRACT The 21st century is a century of green tones. With the substantial increase in the level of material economy, green consciousness deeply rooted, green consumption has become an international trend. Conform to this trend, green marketing will become competitive new thinking. Green Marketing helps companies build a green corporate image and win a unique competitive advantage, but also the social and business effective means of achieving sustainable development. Green marketing concept is the product of enhanced environmental issues, with green marketing practice in depth, not only emphasizes environmental protection, sustainable development and also stressed on the basis of social, economic, population, resources and environment coordinated development . Today, the face of the deteriorating environment, green marketing is no longer a simple sense of the revolutionary marketing concept. It relates to business, consumer, environmental harmony between the interests, through the green marketing for systematic analysis, to understand Chinas enterprises in the development of green marketing issues and make recommendations, which helps the implementation of green marketing, and a the realization of sustainable development, which has a very important strategic significance. Thi