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1、安徽工业大学工商学院伊利绿色营销探析摘要随着环境危机和人们观念的变化,绿色消费者越来越关心环境保护问题。以降低┊消费品污染和保护环境为主要特征的绿色消费观念代表了当今世界绿色消费者消费┊┊观念新潮流,伴随着这样一个态势发展,“绿色”营销开始崭露头角,成为新世纪企┊业营销的趋势。在绿色营销时代,企业的营销活动必须顺应绿色发展战略的要求,注┊重生态环境保护,促进经济与生态协调发展,实现企业利益、消费者利益、社会及生┊态环境利益的统一。┊┊本文讨论了国内企业的绿色营销现状,讲述了绿色营销的概念及特征,在这样的┊大背景下进而阐述了伊利绿色营销的现状、存在的问题以及完善的对策,问题主要包┊括:
2、绿色形象策划缺乏连续性、绿色主力产品过于单一、缺乏对产品线的管理、对经┊┊销商过分依赖,未能建立起绿色渠道、对产品的差异化、消费者忠诚度的培育以及绿┊色管理不够重视;主要的完善对策有:要连续性地进行绿色形象策划、更新生产设备,装提高员工素质,实行绿色全面化、建立多种分销渠道,保证渠道绿色、研发差异化产┊┊品,开发新产品,进行绿色理念宣传、加强绿色管理。┊┊┊订关键词:消费,环境,绿色营销,生态┊┊┊┊┊线┊┊┊┊┊┊┊┊┊┊┊┊┊共23页第1页安徽工业大学工商学院伊利绿色营销探析AbstractAstheenvironmentalcrisisandpeoplethechangeoft
3、heidea,greenconsumersaremoreandmoreconcernedabouttheprotectionofenvironment.Inordertoreduceconsumerpollutionand┊environmentalprotectionasthemaincharacteristicsofgreenconsumptionconceptrepresentsthe┊currentworldgreenconsumerspendingnewideastrend,withthissituationdevelopment,“green”┊marketingdebu
4、t,becomethenewcenturyenterprisemarketingtrend.Inthegreenmarketingera,┊enterprise'smarketingactivitiesmustconformtotherequirementsofgreendevelopmentstrategy,┊payattentiontoecologicalenvironmentprotection,promoteeconomicandecologycoordination┊development,therealizationenterpriseinterestsandconsum
5、erinterests,socialandtheunityof┊zoologyenvironmentinterest.┊Thispaperdiscussesthepresentsituationofdomesticenterprises,tellsthestoryofgreenmarketingofgreenmarketingconceptandcharacteristic,insuchbigbackgroundandthen┊elaboratestheEriegreenmarketingpresentsituation,theexistencequestionandperfect┊
6、countermeasures,mainlyincluding:greenimageplanninglackofcontinuity,greenmainproducts┊toosingle,lackofproductlinemanagement,todealersover-relianceon,establishthegreen┊channel,nottoproductvariation,consumerloyaltyofcultivatingandgreenmanagement┊insufficientattention;Themainconsummationcountermeas
7、ureare:tocontinuitytogreenimage装planning,update,productionequipment,improvingthequalityofemployees,practicegreenoverall┊design,buildmultiplechannels,andensurechannelgreen,developmentthedifferenceproduct,┊developnewproduct,carrieso