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1、安徽工業(yè)大學(xué)工商學(xué)院伊利綠色營銷探析摘要隨著環(huán)境危機和人們觀念的變化,綠色消費者越來越關(guān)心環(huán)境保護問題。以降低┊消費品污染和保護環(huán)境為主要特征的綠色消費觀念代表了當今世界綠色消費者消費┊┊觀念新潮流,伴隨著這樣一個態(tài)勢發(fā)展,“綠色”營銷開始嶄露頭角,成為新世紀企┊業(yè)營銷的趨勢。在綠色營銷時代,企業(yè)的營銷活動必須順應(yīng)綠色發(fā)展戰(zhàn)略的要求,注┊重生態(tài)環(huán)境保護,促進經(jīng)濟與生態(tài)協(xié)調(diào)發(fā)展,實現(xiàn)企業(yè)利益、消費者利益、社會及生┊態(tài)環(huán)境利益的統(tǒng)一。┊┊本文討論了國內(nèi)企業(yè)的綠色營銷現(xiàn)狀,講述了綠色營銷的概念及特征,在這樣的┊大背景下進而闡述了伊利綠色營銷的現(xiàn)狀、存在的問題以及完善的對策,問題主要包┊括:
2、綠色形象策劃缺乏連續(xù)性、綠色主力產(chǎn)品過于單一、缺乏對產(chǎn)品線的管理、對經(jīng)┊┊銷商過分依賴,未能建立起綠色渠道、對產(chǎn)品的差異化、消費者忠誠度的培育以及綠┊色管理不夠重視;主要的完善對策有:要連續(xù)性地進行綠色形象策劃、更新生產(chǎn)設(shè)備,裝提高員工素質(zhì),實行綠色全面化、建立多種分銷渠道,保證渠道綠色、研發(fā)差異化產(chǎn)┊┊品,開發(fā)新產(chǎn)品,進行綠色理念宣傳、加強綠色管理。┊┊┊訂關(guān)鍵詞:消費,環(huán)境,綠色營銷,生態(tài)┊┊┊┊┊線┊┊┊┊┊┊┊┊┊┊┊┊┊共23頁第1頁安徽工業(yè)大學(xué)工商學(xué)院伊利綠色營銷探析AbstractAstheenvironmentalcrisisandpeoplethechangeoft
3、heidea,greenconsumersaremoreandmoreconcernedabouttheprotectionofenvironment.Inordertoreduceconsumerpollutionand┊environmentalprotectionasthemaincharacteristicsofgreenconsumptionconceptrepresentsthe┊currentworldgreenconsumerspendingnewideastrend,withthissituationdevelopment,“green”┊marketingdebu
4、t,becomethenewcenturyenterprisemarketingtrend.Inthegreenmarketingera,┊enterprise'smarketingactivitiesmustconformtotherequirementsofgreendevelopmentstrategy,┊payattentiontoecologicalenvironmentprotection,promoteeconomicandecologycoordination┊development,therealizationenterpriseinterestsandconsum
5、erinterests,socialandtheunityof┊zoologyenvironmentinterest.┊Thispaperdiscussesthepresentsituationofdomesticenterprises,tellsthestoryofgreenmarketingofgreenmarketingconceptandcharacteristic,insuchbigbackgroundandthen┊elaboratestheEriegreenmarketingpresentsituation,theexistencequestionandperfect┊
6、countermeasures,mainlyincluding:greenimageplanninglackofcontinuity,greenmainproducts┊toosingle,lackofproductlinemanagement,todealersover-relianceon,establishthegreen┊channel,nottoproductvariation,consumerloyaltyofcultivatingandgreenmanagement┊insufficientattention;Themainconsummationcountermeas
7、ureare:tocontinuitytogreenimage裝planning,update,productionequipment,improvingthequalityofemployees,practicegreenoverall┊design,buildmultiplechannels,andensurechannelgreen,developmentthedifferenceproduct,┊developnewproduct,carrieso