蒙牛乳业绿色营销策略分析..doc

摘要 近年来，随着经济水平的提高，消费者绿色消费意识的觉醒，越来越多的企业认识到，要想在竞争激烈的市场中生存和发展，必须寻找一种新的营销理念指导企业营销活动，绿色营销应运而生。“绿色营销”，是指社会和企业在充分意识到消费者日益提高的环保意识和由此产生的对清洁型无公害产品需要的基础上，发现、创造并选择市场机会，通过一系列理性化的营销手段来满足消费者以及社会生态环境发展的需要，实现可持续发展的过程。绿色营销促使企业采取防治和防止污染技术或使用无污染技术，在企业内部营造清洁和安全的工作环境，有利于企业职工的身心健康，在企业外部通过绿色营销，树立企业“绿色”形象，促进产品销售和企业发展。 但由于我国绿色营销起步较晚，仍然存在很多的问题。作为我国乳制品行业的龙头企业，蒙牛乳业必须顺应这一潮流，实施绿色营销。本文立足蒙牛乳业的绿色营销现状，发现其当前存在的问题和不足，并有针对性的提出解决办法和对策。 关键词 蒙牛乳业；市场营销；绿色营销策略 Abstract In recent years, with the improving of the economics, awakening of consumers’ green consumption consciousness, more and more enterprises realize that if they want survive and develop in this competitive market, they must think out of a new marketing philosophy to guide the enterprises’ campaign, green marketing came into being at the historic moment. “Green Marketing, mains that the society and the enterprises are fully aware of the growing of consumers’ consciousness of environmental protection and the resulting needs to cleaning pollution-free products, on the basis of which, they find, create and choose market opportunities and take a series of rational marketing means to satisfy the needs of consumers and the needs of the development of social ecological environment, and then realize the sustainable process of development. Green marketing prompts the enterprise to take measures to control and prevent pollution or use no pollution technology so as to build a clean and safe work environment in the internal enterprise, which is beneficial to the physical and mental health of the staff and workers of the enterprise. Through the green marketing, the enterprise can set up a green image in external, which promotes the product sales and enterprise development. But because the starting of Chinas green marketing is late, there are still a lot of problems. As the leading enterprises of dairy products industry of our country, Mengniu milk must follow the trend, and implement the green marketing. This article which is based on the pre