针对亚麻服装品牌绿色营销实施策略的研究

发布时间：2018-02-13 17:23

本文关键词： 亚麻服装品牌绿色营销实施策略　出处：《大连工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：中国共产党第十八次代表大会提出了“要大力推进生态文明建设，树立尊重自然、顺应自然、保护自然的生态文明理念，把生态文明建设融入经济建设、政治建设、文化建设、社会建设各方面和全过程，加大自然生态系统和环境保护力度，努力建设美丽中国，实现中华民族永续发展。”这释放的信号就是中国经济增长方式的转变及新的价值观的倡导。长久以来，我们的经济发展在很大程度上以牺牲环境为代价，但这样的经济增长模式是短暂的，不具有可持续性。中国近代哲学也倡导人定胜天，强调人对自然的对抗与征服。但长远来看，，我们人也是自然的一部分，皮之不存毛将安附焉，如果我们以当下利益为重，罔顾环境，最终我们将自食其果。党中央的这一号召与倡导应该贯彻到社会各界及各个领域，作为服装行业也应该不甘落后，努力实现服装行业与自然生态的和谐永续发展。通过阅读期刊、出版物,访谈、问卷调查、实地调查的形式对我国亚麻服装市场及实施绿色营销战略的企业进行了研究，并且对十个省市的某女装品牌代理加盟商、品牌经理以及消费者进行了问卷调查，收集到相关数据。将数据加以分析研究，总结出加盟商、代理商以及消费者对服装行业实行绿色行销的建议及意见，结合这些建议及意见笔者将绿色营销与亚麻服装品牌的创立加以结合研究，设计出适合亚麻服装品牌应用的绿色营销实施策略。并且，针对虚拟亚麻服装品牌“Natural Lady”研究出树立品牌的绿色形象的途径及方法；实现亚麻服装产品的绿色营销需要的产品以及能够稳定消费群体的品牌策略；通过本文的设计能够满足顾客、社会生态和市场主体三方面对生态环保主题的需求。本文将绿色营销与亚麻服装品牌的创建结合起来进行的研究完善了在这一领域研究的不足，对于亚麻服装品牌的投资者及创建者来说具有一定的参考价值和现实意义。文章的研究有利于增强消费者的服装绿色消费意识；有利于亚麻服装品牌对绿色营销的认识与具体操作；有利于服装行业投资者对绿色生态可持续发展道路的认识。
[Abstract]:The 18th Congress of the Communist Party of China put forward that "it is necessary to vigorously promote the construction of ecological civilization, establish the concept of ecological civilization that respects nature, conforms to nature and protects nature, and integrate the construction of ecological civilization into economic, political and cultural construction." In all aspects and in the whole process of social construction, we should step up efforts to protect the natural ecosystem and the environment, and strive to build a beautiful China. To realize the sustainable development of the Chinese nation. "this signal is the transformation of China's economic growth mode and the advocacy of new values. For a long time, our economic development has to a large extent been at the expense of the environment. But such a pattern of economic growth is short-lived and unsustainable. Modern Chinese philosophy also advocates the triumph of man over nature, emphasizing the confrontation and subjugation of nature. But in the long run, we are part of nature, too. If we focus on our immediate interests and ignore the environment, we will eventually suffer the consequences. This call and advocacy of the Party Central Committee should be carried out to all walks of life and all fields of society, and as the clothing industry should not be left behind, efforts should be made to achieve a harmonious and sustainable development between the clothing industry and natural ecology. Through reading periodicals, publications, interviews, The form of questionnaire survey and field investigation has carried on the research to our country flax clothing market and the enterprise which implements the green marketing strategy, and has carried on the questionnaire survey to the woman clothing brand agent franchisee, the brand manager and the consumer in ten provinces and cities. Collect relevant data, analyze and study the data, summarize the suggestions and opinions of franchisees, agents and consumers to implement green marketing in the clothing industry, Combining these suggestions and opinions, the author combines green marketing with the establishment of flax clothing brand, and designs the green marketing implementation strategy suitable for flax clothing brand application. Aiming at the virtual flax clothing brand "Natural Lady", this paper studies the ways and methods of setting up the green image of the brand, the products needed to realize the green marketing of the flax clothing products and the brand strategy which can stabilize the consumer group. The design of this paper can meet the needs of customers, social ecology and market subjects. This paper combines the green marketing with the establishment of flax clothing brand and improves the research in this field. It has certain reference value and realistic significance for the investors and creators of flax clothing brand. It is beneficial to the cognition and concrete operation of green marketing for flax clothing brand and to the cognition of green ecological sustainable development for investors in garment industry.
【学位授予单位】：大连工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.86

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