Nike公司绿色营销与企业可持续发展研究.docxVIP

PAGE PAGE 9 Nike公司绿色营销与企业可持续发展研究 内 容 摘 要 随着全球生态环境恶化，各种自然灾害不断威胁着人类的生存环境，例如海平面的升高，温室效应等。世界各国都意识到了环境保护的重要性，绿色营销与可持续发展越来越得到重视，我国已经把环境保护列为我国的基本国策，并在十八大五中全会中将绿色发展作为五大发展理念之一。 一提起绿色大家就会联想到健康、运动和环保，所以本文以耐克公司作为研究对象，耐克公司作为运动服装行业的龙头老大具有很强的代表性，而且耐克公司的绿色营销做法创新，值得其他公司学习，本文通过对耐克公司的绿色营销方面和可持续发展两个方面进行了深入分析和解释，并提出了自己的观点。论文中还提到国家对绿色发展的重视，全球环境严峻，希望我们全体人民都可以为国家的绿色发展贡献自己的力量。 关键字：绿色营销;可持续发展;耐克公司;环境保护;运动服装行业 Research on Nikes Green Marketing and Corporate Sustainable Development Abstract As the global ecological environment deteriorates, various natural disasters continue to threaten the human living environment, such as rising sea levels and the greenhouse effect. All countries in the world are aware of the importance of environmental protection, and green marketing and sustainable development are gaining more and more attention. China has listed environmental protection as its basic national policy, and has regarded green development as the top five development in the Fifth Plenary Session of the 18th National Congress One of the ideas.When you talk about green, you will think of health, sports and environmental protection, so this article takes Nike as the research object. Nike as the leader in the sportswear industry has a strong representation, and Nike ’s green marketing practices are innovative and worthy of other The company learns, this article through in-depth analysis and explanation of Nikes green marketing and sustainable development, and put forward their own views. The paper also mentioned that the country attaches great importance to green development and the global environment is grim. I hope that all of us can contribute to the country ’s green development. Key words: Green Marketing; Sustainable Development; Nike; Environmental Protection;Sportswear Industry 目 录 TOC \o 1-3 \h \z \u 第一章 绪 论 1 （一）研究背景 1 1.全球环境严峻 1 2.耐克公司的绿色营销之道 1 3.国家十分重视绿色发展 2 （二）研究目的和意义 2 1. 研究目的 2 2. 研究意义 2 （三）研究方法 3 1.文献研究 3 2.深入访谈和案例分析调查 3 3.网络调查法 3 （四）研究内容和研究手段 4