长株潭“两型社会”构建中的企业绿色营销模式研究

【作者】 蒋磊；

【导师】 曹兴；

【作者基本信息】 中南大学 ， 工商管理， 2008， 硕士

【摘要】 随着人们对生态环境保护的认识加深,有关绿色营销问题成为学术研究的重要课题。绿色营销注重于企业对人类自然资源开发与利用的节约和环境保护,达到消费者利益、企业利益、社会利益和生态利益的统一。由于长株潭城市群已成为我国资源节约型和环境友好型社会建设综合配套改革试验区(简称“两型社会”)。因此,回应这一战略要求,长株潭地区的企业营销应向绿色营销模式转变。本文分析了“两型社会”的提出背景与企业实施绿色营销的必要性。绿色营销以社会可持续发展、循环经济、绿色供应链、和谐社会等理论为指导。绿色营销具有资源节约、环境友好、综合性以及外部性等特点。企业实施绿色营销模式有助于提升企业绿色竞争力、树立企业绿色形象、落实“两型社会”责任。探讨了长株潭“两型社会”构建中企业绿色营销模式的博弈模型。绿色营销模式的选择是企业、消费者和政府之间博弈的结果。由于企业绿色营销模式的外部性特点,理清他们之间的博弈关系,对促进企业实施绿色营销、政府管理绿色营销、消费者购买绿色营销产品或服务有着极其重要的作用。只有采取积极有效的策略,协调好企业、消费者、社会利益的关系,才能推进绿色营销模式的健康发展和“两型社会”的构建。提出了长株潭“两型社会”构建中企业绿色营销的主要策略。本文以长株潭地区的名牌企业唐人神集团实施绿色营销为例,结合长株潭地区的自身特点,具体分析企业绿色营销主要存在绿色消费需求不足、企业污染比较严重、绿色营销政策不够完善等问题。从“两型社会”构建的基本要求,提出了培育全社会的绿色营销意识、推行清洁生产、实施绿色营销组合、完善绿色营销政策、建立绿色组织等策略,对进一步构建“两型社会”具有十分重要的现实意义。更多还原

【Abstract】 With people’s deepening awareness of ecological and environmental protection, the green marketing has become an important subject of academic research. The Green Marketing Business Model focus on the human development and utilization of natural resources conservation and environmental protection, and focus on the interests of consumers, business interests, the interests of society and the ecological interests of the reunification. The City-group of Changzhutan become into a national resource-saving and environment-friendly society building integrated support reform pilot area(Two Types of Society). In response to this strategic requirements, the marketing mode of enterprises in Changzhutan should be changed to green marketing mode, and the main contents are in the following levels:Analysis on the proposed two types of social backgrounds and enterprises on the need for green marketing. Green Marketing is to as the guides of social sustainable development, recycling economy and green supply chain, a harmonious society and other theories. The Green Marketing has a resource-saving, environment-friendly, integrated and external sexual characteristics. Green Marketing Enterprises mode helps to enhance the green competitiveness of enterprises, a green corporate image, the implementation of two types of social responsibility.Research on the games of the enterprises’ green marketing model in the construction of the Two Types of Society of Changzhutan. Green Marketing mode is the choice of the outcomes of the games about the enterprises, consumers and the Government. Because of the external characteristics of the green marketing model, it is to clarify the relationship between the game, and the promotion of green marketing enterprises, and the management of green marketing, and the consumers to purchase green marketing products or services, these are extremely important roles. It is only to take positive and effective measures, and to coordinate the enterprises, the consumers and the interests of society, and to consider the short-term interests and long-term interests of the relations, effectively promoting the healthy development of green marketing.Based on the construction of Two Types of Society of Changzhutan, it is the strategies research on the enterprise’s green marketing model. From the empirical analysis of the green marketing implementation of Tangrenshen, as the brand-name enterprises in Changzhutan,, in light of its own characteristics of Changzhutan, the green marketing primarily has the green insufficient consumer demand, and corporate pollution is relatively serious, and green marketing policy is not perfect enough, and so on. Based on the construction of Two Types of Society of Changzhutan, we must take the strategies such as to cultivate the whole society to take the green marketing awareness, and to promote clean production and to enhance the quality of management of the green, and the green marketing mix strategy, to perfect green marketing policies and to strengthen the government’s macro-regulation and control, and the establishment of green Green marketing organizations and social network optimization, and it is of great practical significance to further build the "Two Types of Society"更多还原