市场营销-蒙牛乳业绿色营销策略研究论文.docx

蒙牛乳业绿色营销策略研究 【摘要】21世纪是绿色食品产业迅速发展的时代。随着人们收入水平的提高与绿色产品人气的激增，给予了很多绿色环保企业以发展的机遇。蒙牛乳业作为中国乳业的领军企业，理应顺应这一趋势，抓住机遇并实施绿色营销策略，避开中国的绿色营销起步较晚的短板，主动发现自身在开发上的缺陷。本文主要以蒙牛企业的市场营销为基点进行研究的，采用的方法是4P分析法，这种方法对于这方面的问题的研究是很有效的。研究的主要内容：一是就蒙牛乳业的企业现状及其绿色营销策略实施现状进行了说明，还有对企业目前存在的问题进行了剖析。二是对绿色乳制品消费者的特征、消费者行为及其对于蒙牛乳业绿色营销的相关态度，展开了问卷调查。三是根据调查分析所得结论，为蒙牛乳业绿色营销提出了相应的改进对策。 【关键词】蒙牛乳业；绿色营销；消费者行为；问题；对策 Research on the green marketing strategy of Mengniu Dairy [Abstract] The 21st century is an era of rapid development of the green food industry. With the increase in peoples income level and the surge in popularity of green products， many green environmental protection companies have been given opportunities for development. Mengniu Dairy， as a leader in Chinas dairy industry， should adapt to this trend， seize the opportunity and implement green marketing strategies， avoid the shortcomings of Chinas green marketing start late， and actively discover its own development defects. This article mainly researches on the marketing of Mengniu enterprises， and the method adopted is the 4P analysis method. This method is very effective for the study of this problem. The main content of the research: First， it explains the current status of Mengniu Dairy and its implementation of green marketing strategies， and analyzes the current problems of the company. Secondly， a questionnaire survey was conducted on the characteristics， consumer behavior and related attitudes of Mengniu Dairy ’s green marketing. The third is based on the conclusions of the investigation and analysis， put forward corresponding improvement measures for Mengniu Dairy Green Marketing. [Keywords]Mengniu Dairy Green Marketing Problems Consumer Behavior Countermeasures PAGE 30 目 录 TOC \o 1-3 \h \z \u 1 前言 1 1.1 研究背景 1 1.2 研究意义 1 1.2.1 理论意义 1 1.2.2 实践意义 1 1.3 研究内容 1 1.4 研究方法 2 2 理论概述 3 2.1 绿色营销相关概念 3 2.1.1 绿色营销的内涵 3 2.1.2 绿色营销实施过程 3 2.2 理论基础 4 2.2.1 可持续发展理论 4 2.2.2 “绿色营销环”理论 4 2.2.3 4P营销理论 4 3 蒙牛乳