佛山市欧神诺陶瓷企业绿色营销战略研究.docxVIP

PAGE I 佛山市欧神诺陶瓷企业绿色营销战略研究 内 容 摘 要 随着国家绿色可持续的发展战略提出，绿色营销的观念渐渐深入人心，大量企业开始实施绿色营销战略。制造业一直以来都是国家治理环境污染问题的重点关注对象。而陶瓷企业作为传统的制造业，资源的浪费和环境的污染问题较为严重，更需要实施绿色营销战略，减少资源的浪费和环境的污染。本文以佛山欧神诺陶瓷企业为例，通过文献研究法和案例研究法收集相关资料，深入分析欧神诺实施企业绿色营销战略的过程。论文通过采用SWOT分析法详细分析欧神诺的内外部环境，并结合营销组合找出欧神诺陶瓷企业在绿色营销方面存在的问题与不足，深入分析欧神诺的绿色营销现状和陶瓷市场绿色产品的行情，从而为欧神诺提出相应的绿色营销改进策略，推进欧神诺进一步向绿色企业发展。 关键词：绿色营销；营销组合策略；欧神诺陶瓷企业  The Study on Green Marketing Strategy of Foshan Oushennuo Ceramic Enterprise Abstract With the national green and sustainable development strategy put forward, the concept of Green Marketing has gradually taken root in peoples hearts, and a large number of enterprises have begun to implement Green Marketing Strategy. Manufacturing industry has always been the focus of the national environmental pollution control. As a traditional manufacturing industry, ceramic enterprises have serious problems of resource waste and environmental pollution, and they need to implement a Green Marketing Strategy to reduce resource waste and environmental pollution. Taking Foshan Oushennuo Ceramic Company as an example, this paper collects relevant data through literature research and case study, and deeply analyzes the process of Oushennuos implementation of enterprise Green Marketing Strategy. This paper uses SWOT analysis method to analyze the internal and external environment of Oushennuo in detail, and finds out the problems and shortcomings in Green Marketing of Oushennuo ceramic enterprises in combination with Marketing Mix. It also analyzes the current status of Oushennuos Green Marketing and the market situation of green products in the ceramic market in depth, so as to put forward corresponding Green Marketing improvement strategies for Oushennuo and promote Oushennuo to further develop into a green enterprise. Key words: Green Marketing; marketing mix strategy; Oushennuo ceramic enterprise 目 录 TOC \o 1-3 \h \z \u 15658 内 容 摘 要 I 1023 Abstract II 3854 一、绪 论 1 32614 （一）研究背景 1 10559 （二）研究意义 1 27843