基于生态文明的企业营销战略研究

发布时间：2018-04-24 22:44

本文选题：生态文明 + 企业　；参考：《甘肃政法学院》2015年硕士论文

【摘要】：生态文明视角下我国企业营销战略转变是国家的要求、是行业的要求,更是企业自身的要求和消费者的要求。国家必须妥善处理好生态文明与经济发展的关系,经济发展要与生态环境保护相适应,必须尊重自然规律,按客观规律办事。企业在国家生态文明创建的背景下,必须对原有的营销战略进行转变,以适应新时期生态文明建设的要求。企业在进行营销活动的过程中,不但要考虑到自己的经济效益,更要考虑到生态效益,积极通过发展生态经济来做大做强绿色产业链条,以生态营销模式来提升企业的市场竞争力,最终实现企业的可持续发展。本文首先阐述了研究的背景、意义,对国内外文献进行了综述,对生态文明与生态营销的关系进行了探讨、对市场目标定位理论(STP)、4P营销、营销环境、顾客满意等企业营销战略基础理论和相关理论进行了论述;其次,分析了基于生态文明的营销战略实施的宏观环境,从消费者市场需求方面分析了基于生态文明视角的市场需求,基于当前我国基本国情和企业发展现状,分析了企业实施生态营销战略存在的制约因素。第三,提出了基于生态文明的STP营销战略,以及基于生态文明的4P和4C营销战略;第四,为了更加有效、直观的对基于生态文明的营销战略实施效果的测评,文章试图构建企业生态营销战略的效果测评指标体系模型,并以HE公司为个案例证,利用模型对HE公司的生态营销战略的效果进行了评估,将结果进行评析对比来验证模型的可操作性和科学性;最后,对全文进行了总结,阐述了文章的不足之处和对今后的展望。
[Abstract]:From the perspective of ecological civilization, the transformation of marketing strategy is the requirement of the country, the industry, the enterprise itself and the consumers. The state must properly handle the relationship between ecological civilization and economic development, and economic development should be adapted to the protection of ecological environment, must respect the laws of nature and act according to objective laws. Under the background of the establishment of national ecological civilization, enterprises must change the original marketing strategy in order to meet the requirements of ecological civilization construction in the new period. In the process of marketing activities, enterprises should take into account not only their own economic benefits, but also ecological benefits, and actively expand and strengthen the green industrial chain through the development of ecological economy. To promote the market competitiveness of enterprises by ecological marketing mode, and finally to realize the sustainable development of enterprises. In this paper, the background and significance of the research are first expounded, the literature at home and abroad is summarized, the relationship between ecological civilization and ecological marketing is discussed, and the marketing environment of STP / 4P marketing and marketing environment is discussed. The basic theories and related theories of marketing strategy of enterprises such as customer satisfaction are discussed. Secondly, the macro environment of the implementation of marketing strategy based on ecological civilization is analyzed. This paper analyzes the market demand based on the view of ecological civilization from the aspect of consumer market demand. Based on the current basic conditions of our country and the present situation of enterprise development, this paper analyzes the restrictive factors existing in the implementation of enterprise ecological marketing strategy. Thirdly, it puts forward the STP marketing strategy based on ecological civilization, and the 4P and 4C marketing strategy based on ecological civilization. This paper attempts to construct the evaluation index system model of enterprise ecological marketing strategy, and takes HE company as a case study to evaluate the effect of the ecological marketing strategy of HE company by using the model. The results are analyzed and compared to verify the maneuverability and scientificalness of the model. Finally, the paper summarizes the full text, expounds the deficiency of the article and prospects for the future.
【学位授予单位】：甘肃政法学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F272

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