我国茧丝绸产业实现绿色营销的途径与措施.doc

我国茧丝绸产业实现绿色营销的途径与措施 摘要：我国的茧丝绸产业历史悠久，自商代形成初步规模以后，几千年来茧丝绸产品一直深受上层阶级的亲睐。而在新世纪，随着人民物质文化生活水平的不断提高、人们的消费能力不断增强和消费观的变化，丝绸产品逐渐走入了寻常百姓家里，成为提高人民生活质量和彰显生活品味的一种表现。本文基于绿色营销策略，以及国家十一五规划中关于丝绸产品发展和贸易的若干发展主题和循环经济理论，结合自己在山东一家丝绸公司的实习实践经验，本着客观性、科学性和可自行性的原则，撰写绿色营销在现代丝绸行业中的应用与意义。文章首先分析我国丝绸产业的发展历程和产业发展现状，从中找出中小丝绸企业现在存在的问题，然后利用相关理论解决我国中小丝绸企业的发展困局。 关键字：茧丝绸产业；绿色营销；丝绸企业发展途径 Ways and Measures to Realize the Green Marketing Industry of China’s Silkworm Silk Industry Abstract: China has a long history of silkworm silk industry. Since the preliminary scale formed in Shang Dynasty, the silkworm silk products has been well received by the upper-class pro-gaze for thousand of years. In the new century, silk products come into the ordinary people’s everyday life and become a kind of showing the living quality and life taste with peoples material and cultural life level and the consumption ability developed and the consumption changed. Based on the Green Marketing Strategy and the National 11th Five-year Planning for silk products development and Trade Several Development’s circulation economic theory, I writing Green Marketing in Modern Silk Industry Realization Ways and Measures combined with an oneself silk company experience in Shandong. This article first analyzes the development of silk industry and the industrial development situation, and then find the problems of small and medium-sized silk companies. In the end,we try to solve the Chinese small and medium-sized enterprise development dilemma for silk by using relevant theory. Keywords：silkworm silk industry; Green Marketing; ways of silk industry development 目录 摘要………………………………………………………………………………………………1 关键字……………………………………………………………………………………………1 Abstract…………………………………………………………………………………………1 Keywords…………………………………………………………………………………………1 一﹑引言…………………………………………………………………………………………3 （一）研究背景与意义……………………………………………………………………3 （二）论文的研究内容安排………………………………………………………………3 二﹑茧丝绸产业实现绿色营销的理论基础……………………………………………………3 （一）绿色营销理论………………………………………………………………………3 1．绿色营销管理的内容……………………………