卡欣公司绿色营销策略研究

发布时间：2018-07-07 08:42

本文选题：空气污染 + 卡欣油墨　；参考：《东华大学》2017年硕士论文

【摘要】：近年来,由于灰尘,二氧化硫,氮氧化合物等有机碳氢化合物等大量粒子悬在空气中,使天空灰暗,能见度在有些地区仅有几十米,目前这种大气污染已经十分恶劣。这种自然环境的恶劣情况已经受到国内和国际的极大关注。卡欣油墨公司属于化工油墨行业,主营金、银等传统溶剂型油墨。传统溶剂型油墨由于特有的化学性质对环境造成一定的污染。这些传统型油墨中的溶剂挥发造成对大气的污染,这种由油墨引发的污染引起了行业的广泛关注。为了减少油墨对大气的污染,卡欣油墨公司最近新推出绿色环保的水性金墨银墨,这种新产品属于绿色环保产品,需要新的绿色环保营销新思路进行推广和销售。本文以卡欣油墨公司实施绿色营销为案例背景,收集大量资料,深入分析行业现状,为我国的油墨行业引入绿色营销策略,减少对大气的污染,保护环境。论文首先对绿色营销理论及相关理论进行学习研究和总结,其次介绍行业情况,介绍卡欣油墨公司实际经营状态。以绿色营销为指导思想和理论基础,对卡欣油墨公司的绿色营销策略加以研究。采用问卷调查,深度访谈等分析方法,分析卡欣油墨公司绿色营销中发生的三大主要问题,找出这三大问题产生的根源,并针对这些主要问题提出合理的策略建议。本文在绿色化的大框架下,进行印刷油墨研发,销售整个过程的绿色营销战略研究,相信绿色营销的推广实施一定会减少对大气的污染,一定会减少对人体健康的危害。
[Abstract]:In recent years, due to dust, sulfur dioxide, nitrogen oxides and other organic hydrocarbons suspended in the air, making the sky gray, visibility in some areas only tens of meters, at present, this kind of air pollution has been very bad. This kind of natural environment's abominable condition has already received the domestic and the international great concern. Kahin ink company belongs to the chemical ink industry, the main gold, silver and other traditional solvent-based ink. Traditional solvent-based ink due to the unique chemical properties of the environment caused a certain degree of pollution. The solvent volatilization in these traditional inks caused air pollution, which caused widespread concern in the industry. In order to reduce the air pollution caused by the ink, Carshin Ink Company has recently introduced a new kind of waterborne gold, ink and silver ink, which belongs to the green environmental protection product, and needs a new idea of green marketing and marketing. This paper takes the implementation of green marketing in Carson Ink Company as a case, collects a large amount of data, analyzes the present situation of the industry, introduces green marketing strategy for the ink industry of our country, reduces the pollution to the atmosphere and protects the environment. Firstly, the paper studies and summarizes the theory of green marketing and related theories, and then introduces the situation of the industry and the actual operating state of Carshin Ink Company. Based on the guiding ideology and theory of green marketing, this paper studies the green marketing strategy of Carshin Ink Company. By means of questionnaire survey, in-depth interview and other analytical methods, this paper analyzes the three major problems in the green marketing of Carshin Ink Company, finds out the root causes of these three problems, and puts forward some reasonable suggestions for these problems. In this paper, printing ink R & D, sales of the whole process of green marketing strategy research, I believe that the implementation of green marketing will definitely reduce the air pollution, will definitely reduce the harm to human health.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.7

【参考文献】