【作者】 张君红；

【导师】 施国庆；

【作者基本信息】 河海大学 ， 技术经济及管理， 2004， 硕士

【摘要】 绿色营销是市场营销和环境保护相结合的产物，它是在市场营销的基础上，增加了环保意识，强调企业要承担高度的社会责任，把维护人类生存环境融入经营目标，并且在营销全过程中注入“绿色”因素，满足绿色需求，维护环境利益。 企业实施绿色营销是顺应可持续发展的全球性潮流，满足绿色消费需求的必然选择。然而由于我国绿色营销起步较晚，企业在取得一定成绩的同时，在策略的实施上还面临着许多诸如大多数企业不重视绿色产品生产、企业缺乏整体绿色产品促销力度等问题。为了解决相关问题，本文从系统营销学的角度出发，通过实施一个绿色农产品的消费问卷调查，有针对性地分析了我国消费者绿色消费意识和消费行为的特点，得出了影响消费者绿色消费的五个主要因素，即收入水平、受教育水平、性别、年龄和购买动机。在此基础上，分析了我国典型的绿色消费群体并根据购买动机对我国的绿色产品进行了定位分析。最后，文章从4p角度，就企业针对我国消费者实施的绿色产品策略、绿色价格策略、绿色分销渠道策略和绿色促销策略进行了系统深入的研究。更多还原

【Abstract】 Green marketing is the combination of marketing and environmental protection. Basing on traditional marketing, it is added to environmental protection consciousness and it emphasizes that enterprises should take the highly social responsibility and affiliate human living environment into the target of the management. It also should add some "green" factors into the course of marketing to meet the green consumption demands and to maintain environmental benefits.It is necessary for enterprises to actualize green marketing because it is to conform the global tide of sustainable development and to meet the green consumption demand. However, because green marketing in our country starts too late, though the enterprises in China obtain some successes, they still meet many difficulties such as most enterprises can not attach much importance to producing green production, enterprises lack unitary sales promotion strategy and so on. In order to solve such problems, this essay try to analyze the characteristics of consumers in our country basing on a investigation about consumption of green farm produce and get the five factors which weigh highly on green consumption. These five factors are income level, education level, gender, age and purchase motive. After that, this essay analyzes some typical green consumption colonies and makes orientation of green production according to consumer’s purchase motives. In the end, from the traditional 4P points, the essay makes a systemic and deeply study on the green marketing strategy: green production strategy, green price strategy, green distribution channel strategy and green sales promotion strategy.更多还原