資源描述：
《蒙牛乳業(yè)綠色營銷策略分析(論文)》由會員上傳分享，免費在線閱讀，更多相關(guān)內(nèi)容在工程資料-天天文庫。
1、蒙牛乳業(yè)綠色營銷策略分析摘要近年來，隨著經(jīng)濟水平的提高，消費者綠色消費意識的覺醒，越來越多的企業(yè)認識到，要想在競爭激烈的市場中生存和發(fā)展，必須尋找一種新的營銷理念指導(dǎo)企業(yè)營銷活動，綠色營銷應(yīng)運而生?！熬G色營銷”，是指社會和金業(yè)在充分意識到消費者日益捉高的環(huán)保意識和由此產(chǎn)生的對清潔型無公害產(chǎn)品需要的基礎(chǔ)上，發(fā)現(xiàn)、創(chuàng)造并選擇市場機會，通過一系列理性化的營銷手段來滿足消費者以及社會生態(tài)環(huán)境發(fā)展的需要，實現(xiàn)可持續(xù)發(fā)展的過程。綠色營銷促使金業(yè)采取防治和防止污染技術(shù)或使用無污染技術(shù),在企業(yè)內(nèi)部營造清潔和安全的工作環(huán)境，有利于企業(yè)職工的身心健康，在企業(yè)外部通過綠色營
2、銷，樹立企業(yè)“綠色”形象，促進產(chǎn)品銷售和企業(yè)發(fā)展。但由于我國綠色營銷起步較晚，仍然存在很多的問題。作為我國乳制品行業(yè)的龍頭企業(yè)，蒙牛乳業(yè)必須順應(yīng)這一潮流，實施綠色營銷。本文立足蒙牛乳業(yè)的綠色營銷現(xiàn)狀，發(fā)現(xiàn)其當(dāng)前存在的問題和不足，并有針對性的提出解決辦法和對策。關(guān)鍵詞蒙牛乳業(yè)；市場營銷；綠色營銷策略MengniuMilkGreenMarketingStrategyAnalysisAbstractInrecentyears,withtheimprovingoftheeconomics,awakeningofconsumersgreenconsumption
3、consciousness,moreandmoreenterprisesrealizethatiftheywantsurviveanddevelopinthiscompetitivemarket,theymustthinkoutofanewmarketingphilosophytoguidetheenterprises5campaign,greenmarketingcameintobeingatthehistoricmoment."GreenMarketing”，mainsthatthesocietyandtheenterprisesarefullya
4、wareofthegrowingofconsumers5consciousnessofenvironmentalprotectionandtheresultingneedstocleaningpollution-freeproducts,onthebasisofwhich,theyfind,createandchoosemarketopportunitiesandtakeaseriesofrationalmarketingmeanstosatisfytheneedsofconsumersandtheneedsofthedevelopmentofsoci
5、alecologicalenvironment,andthenrealizethesustainableprocessofdevelopment.Greenmarketingpromptstheenterprisetotakemeasurestocontrollandpreventpollutionorusenopollutiontechnologysoastobuildacleanandsafeworkenvironmentintheinternalenterprise,whichisbeneficialtothephysicalandmentalh
6、ealthofthestaffandworkersoftheenterprise.Throughthegreenmarketing,theenterprisecansetupa"green"imageinexternal,whichpromotestheproductsalesandenterprisedevelopment.ButbecausethestartingofChina'sgreenmarketingislate,therearestillalotofproblems?Astheleadingenterprisesofdairyproduc
7、tsindustryofourcountry,Mengniumilkmustfollowthetrend,andimplementthegreenmarketing.ThisarticlewhichisbasedonthepresentsituationofMengniumilkgreenmarketing,aimedatlookoutofthecurrentexistingproblemsandtheinsufficiency,andputsforwardsolutionsandcountermeasures.KeywordsMengniumilk；
8、Marketing；Greenmarketingstrategy目錄摘要IAbstractII
