蒙牛企业绿色营销战略分析.docxVIP

PAGE II 蒙牛企业绿色营销战略分析 内 容 摘 要 绿色营销是一种现代社会绿色需求的管理模式。随着人们不断提高的环保意识，加上人们在健康饮食方面和消费需求方面的不断地增加，绿色营销在现如今已经成为每个企业在营销发展中的一种趋势，这种趋势对于所有企业的营销方式来说，无疑也是一个创新和突破。 蒙牛企业作为一个中国乳业的领军企业品牌，正是将“绿色”这一理念融入到其市场营销策略中，实施绿色营销战略。本论文运用文献调查法、比较法和访谈法对国内外绿色营销研究资料进行整理和归纳。通过运用PEST分析对蒙牛企业所处的宏观环境进行分析，总结出蒙牛企业在绿色营销中存在着产品结构单一、定价有待完善、替代品的威胁和消费者利益欠缺的问题，并针对这些问题运用营销理论中的“4P”理论提出改进建议。其中，绿色产品策略要求企业要做到进行市场定位、控制奶源和建立绿色的回收循环系统；绿色价格策略要求企业要做到考虑产品质量、关注顾客消费心理和价格与绿色品质相匹配；绿色渠道策略要求企业制定完善的送奶服务、注重营销过程和引导中间商培养绿色意识；绿色促销策略要求蒙牛企业要做到利用媒体平台营造绿色氛围、选拔绿色促销人员和开展绿色公关活动。最终提升蒙牛企业的市场竞争力，树立良好的企业形象，实现蒙牛企业的可持续发展。 关键词：绿色营销；蒙牛企业；营销战略；可持续发展 Analysis on the Green Marketing Strategy of Mengniu Enterprise Abstract Green marketing is a management mode of green demand in modern society. With the improvement of environmental awareness, healthy diet and the increase of consumer demand, green marketing has become a trend of enterprise market. This trend is undoubtedly an innovation and breakthrough for the marketing methods of all enterprises. Mengniu enterprise, as a leading brand in Chinas dairy industry, is to integrate the concept of green into its marketing strategy and implement the green marketing strategy. Through reference materials, comparative method and interview method, this paper compiles and summarizes the research of green marketing at home and abroad. By using PEST analysis to analyze the macro environment of Mengniu enterprise, this paper sums up the problems existing in green marketing of Mengniu enterprise, such as single product structure, imperfect pricing, threat of substitutes and lack of consumer interests, and puts forward improvement suggestions based on the 4P theory of marketing theory. Among them, the green product strategy requires enterprises to make market positioning, control milk source and establish green recycling system; the green price strategy requires enterprises to consider product quality, pay attention to customer consumption psychology and match price with green quality; the green channel strategy