“一品郴州”绿色营销及其整合传播策略研究

【作者】 周文圣；

【导师】 龚艳萍；

【作者基本信息】 中南大学 ， 工商管理， 2004， 硕士

【摘要】 随着全球环境保护意识的增强，世界各国经济都在实施可持续发展战略，强调经济发展应与环境保护相协调，作为环境保护运动的一个重要部分——绿色营销也正成为当今社会和企业认真研究的热门课题，并且必将成为21世纪市场营销的主流。因此，开发绿色产品，采用绿色营销的模式将成为世界各国进行产品生产与销售的发展趋势。 目前，国内外对“绿色营销”的研究主要集中在以下几个方面：一是绿色营销的核心思想，主要包括三个方面：可持续发展、环境保护和绿色消费需求，同时进入21世纪以后，绿色营销的核心思想扩展到生态层面；二是绿色营销的发展障碍，主要有消费者障碍、企业障碍、政府障碍以及资源和人口障碍等，另外针对这些障碍，学者们提出了大量的应对措施，主要对策是要提高消费者的绿色消费意识以及企业和政府对生产和销售绿色产品的重视；三是绿色营销的特点与发展趋势等。 郴州卷烟厂的“一品郴州”是将现代烟草技术与传统中医学理念进行有机结合的卷烟产品，不含任何化学添加剂，在环境保护与人们身体健康方面有显著贡献，符合绿色产品标准。本文根据“一品郴州”的绿色特点，通过分析郴州卷烟厂与长沙卷烟厂及常德卷烟厂相比，在产品与销售渠道上处于劣势的竞争环境，以及我国对烟草宣传的限制和烟草销售的专卖特点，制定了“一品郴州”的绿色营销战略和策略，包括“一品郴州”的目标市场选择、产品定位战略，广告宣传策略，公共关系策略和促销策略等。更多还原

【Abstract】 With the enhancement of global environmental protection consciousness, the economy of every country in the world is implementing the sustainable development strategy, and emphasizing that economic development should be coordinated with environmental protection, as an important part of environmental protection 桮reen marketing is becoming the hot subject nowadays that the society and enterprise are being studied conscientiously too, And will become the mainstream of the marketing in 21st century. So, develop the green products, adopt the model of green marketing will become the development trend that every country in the world produces products and sell.At present, the domestic and international study on" green marketing" is main and centralized in following several: First, the key thought of green marketing, include three respects mainly: Sustainable development, environmental protection and green consumption demand, after enter 21st century at the same time, The key thought of green marketing is expanded to the ecological aspect; Second, the development obstacle of green marketing, there are consumer’s obstacle, enterprise obstacle, government obstacle and resources and population obstacle, etc. mainly, To these obstacles in addition, scholars have put forward the great counter-measure the most, The main countermeasure is green consumption consciousness and enterprise and government of improving the consumer to the production and attention of selling the green products; Third, characteristic and development trend of green marketing, etc.."First Chenzhou" of the cigar mill of Chenzhou carries on modern tobacco technology and traditional Chinese medicine theory the organic cigarette products that combined, Do not include any chemical additive , have remarkable contribution to in good health respects of people inenvironmental protection, Accord with the green products standard. The green characteristic of "First Chenzhou" of foundation of this text, through analysing that the cigar mill of Chenzhou faces comparing with cigar mill of Changde with the cigar mill of Changsha, In environment of competing of inferior strength on the products and marketing channel, and the characteristic of having a monopoly in that the restriction on the thing that the tobacco is propagated and tobacco of our country are sold. Having made the green marketing tactics of "First Chenzhou", including the tactics of market segments of "First Chenzhou", goal market choose tactics, Products depth analyse tactics, advertising tactics, public relations promote tactics.更多还原