联系我们

论文查询结果	返回搜索

论文编号：	2046
作者编号：	2004003
上传时间：	2010/4/12 16:55:00
中文题目：	绿色营销模式演进中的动力系统建设与绿色经济发展——基于贵州市场的研究
英文题目：	Green marketing, marketing mode, evolution,
指导老师：	韩德昌
中文关键字：	绿色营销 营销模式 演进 动力系统 绿色经济
英文关键字：	Green marketing, marketing mode, evolution, dynamic system, green economy
中文摘要：	绿色营销是21世纪企业营销模式发展的一种必然趋势，是落实科学发展观，实现社会经济可持续发展对企业营销行为提出的一种客观要求。在贵州这样欠发达的地区，绿色营销具有后发优势。一些率先实施绿色营销的企业和产业已经收到了显著的经济效益和社会效益，不仅使企业的竞争能力进一步提升，在宏观上也有助于全省经济发展模式的转型。因此，在企业营销整体水平不高的贵州，开展绿色营销模式及其动力系统研究，可以对微观和宏观层面的绿色营销活动提供必要的理论依据和决策参考。 绿色营销模式可以从不同角度进行研究，从企业营销目标的不同，可以将其区分为生态营销、环境营销和可持续营销三种，从企业营销动力系统的角度可以划分为政府主导型、企业主导型、消费者主导型和公众主导型四种，从绿色营销涉及的市场主体的多少和成熟程度的不同还可以区别为产品营销、产业营销和绿色经济三种状态。在营销动力系统的作用下，绿色营销模式具有从生态营销向可持续营销演进，从政府主导型向企业主导型转变，从绿色产品营销向绿色经济转变，从低级绿色营销向高级绿色营销转变，从微观绿色营销向宏观绿色营销转变的演进的规律性特征。任何无视这些规律而盲目推进绿色营销实践的行为，都会出现事倍功半的局面。我们可以积极创造条件，迎接更为高级和更为先进的绿色营销模式的到来，但不可能随便超越绿色营销的特定阶段或形态。 企业绿色营销动力系统是企业动力系统的子系统，是绿色营销过程参与的各种主体及其制约他们的各种因素和力量构成的一个信息反馈系统。从理论上说，企业选择绿色营销模式的动力源于企业战略目标的需要，源于企业营销伦理转变的需要和企业家精神的满足。政府对企业绿色营销模式的支持和鼓励可能源于社会经济发展模式的转型、社会公共利益目标的更新以及国际生态环境压力的产生。消费者对绿色营销模式的认同和支持则源于对更高生活质量的追求和生存模式的转变。当前，中国企业绿色营销动力系统的基本特征是：企业缺乏主动性，消费者需求不旺，政府尤其是地方政府认识不足，环保NGO力量微弱。因此，我们只能选择政府主导型的绿色营销模式，从转变各级政府的执政理念，经济发展的观念入手，完善绿色经济发展的有关政策和法规，逐步使企业的发展观念和消费者的消费观念转变到绿色营销相适应的状态上来，从而在绿色营销的动力系统中迸发出新的活力，推动绿色营销和绿色经济不断发展。 在贵州茅台等一批龙头企业的带动下，近年来贵州以绿色食品加工为代表的绿色产业发展取得了重大进展，积累了许多有益的示范性经验。主要是：第一，狠抓绿色原材料基地建设，对于资源开发与加工型产业来说，是一项基础性和前提性的工作。第二，注意利用绿色技术的开发，不断打造绿色新产品的特色，是提高绿色产业市场竞争力的物质基础。第三，塑造绿色品牌，实施名牌战略，是企业保持基业常青的重要法宝。只有名牌，才能赢得更大的市场；只有名牌，才能有效实现产业集聚；只有名牌，才能在激烈的市场竞争中保持较高的盈利能力和企业发展后劲。第四，注意营销网络建设、管理与维护，这是确保绿色产品市场稳定发展的基本手段。网络制胜，对传统产业如此；对绿色产业同样如此，只有企业营销网络的稳定发展，才能给企业提供强大的产品分销能力。 从理论上说，贵州绿色经济发展是一项系统的长期的工程，必须从战略的高度进行规划和设计，才能增强其科学性和可操作性，才能指导贵州经济实现历史性的跨越发展。发展贵州绿色产业，必须遵循以下原则：绿色经济发展与富民兴黔相结合；绿色经济与特色经济发展相结合；经济整体推进与重点产业突破相结合；域经济协调发展与重点发展城市经济相结合。全面实现发展贵州绿色经济的总体目标、产业目标和中短期目标，全力打造与“公园省”形象和特色相符合的绿色经济，使21世纪的贵州成为中国乃至东南亚各国的休闲中心。 本文坚持了定性分析与定量分析相结合，规范研究和实证研究相结合的原则。绿色营销动力系统的结构、内在联系和功能分析以及绿色营销模式的比较研究将侧重定性分析；消费者绿色需求的特点、行业和地区绿色营销模式的差异将实行定量分析为主的原则。绿色营销模式的特征、流程、动力系统及其工作原理以规范分析为主；贵州市场绿色营销主体的特点、绿色产业发展现状等问题则以实证研究为主。 在继承前人绿色营销理论研究及相关学科研究成果的同时，本文得到了以下几个创新性的研究成果：绿色营销模式概念的提出和研究内容的明确；绿色营销模式演进及其规律性；绿色营销动力系统的一般模型与特殊模型的工作原理。贵州绿色营销动力系统现状的调查与分析。产业绿化系数和经济绿化指数概念的提出。 总之，绿色营销模式是一种全新的企业营销理念，是一种适应可持续发展要求的经济发展模式和阶段。我们必须从完善中国企业绿色营销动力系统出发，不断推进企业营销水平的提高和区域绿色经济发展，在微观和宏观经济领域彻底实现生态环境、人口资源和社会经济之间的协调发展，建设一个更加美好的人类社会！
英文摘要：	Green marketing, a necessary trend of the corporate marketing mode in the 21st century, is an objective equirement for carrying out the scientific development view and maintaining the sustainable socio-economic development. Green marketing has a reactive advantage in less-developed areas such as Guizhou. Some businesses and industries having implemented the green marketing strategies have already obtained remarkable social and economic effectiveness. Green marketing not only enhances the competence of the firm but also helps the transition of the economic development mode of Guizhou at a macro level. Therefore, a study of the green marketing mode and its dynamic system in Guizhou where the overall marketing level is not high can provide theoretical basis and decision refrence to green marketing activities at both micro and macro lvels. Green marketing mode can be studied from different perspectives. In accordance with the purposes, green marketing can be divided into eco-marketing, environmental marketing and sustainable marketing. In the light of the dynamic systems, green marketing can be divided into government-dominated, enterprise-dominated, consumer-dominated and public-dominated types. According to the number of market principals and the maturation degree, green marketing can also be divided into production marketing, industry marketing and green economy. Under the dynamic system of marketing, green marketing mode has some regular characters. It can transform from eco-marketing to sustainable marketing, from government-dominated type to enterprise-dominant type, from green marketing to green economy, from elementary to advanced green marketing, and from micro to macro green marketing. Any behavior, which ignores these characters and promote the practice of green marketing blindly, will get half the result with twice the effort. We can actively create conditions to meet the coming of the more advanced green marketing mode, but we can never surpass the specific stages or forms of green marketing. The dynamic system of corporate green marketing is a subsystem of the corporate dynamic system and an information feedback system composed of different subjects in the process of green marketing and related confinement factors. Theoretically speaking, the motivation for enterprises to choose the green marketing mode comes from the need of their strategic target, the transformation of their marketing ethics, and from the satisfaction of enterprisers. The cause that the government encourages and supports the enterprises’ green marketing mode may originate from the change of socio-economic development mode, the renewal on the goal of social public interest and the generation of international eco-environmental pressure. The recognition and adhesion of consumers come from people’s pursuit of better life quality and the change of lifestyle. At present, basic characteristics of green marketing dynamic system in Chinese enterprises are that the enterprises are short of go-aheadism, the demands of consumers are not flourishing, the understanding of government especially local government is scarce, and the environmental NGO power is weak. Thus, we have to choose government-dominated green marketing mode, and start with changing the ruling idea of governments at all levels and the conception of economic development. Perfecting the policies, laws and rules of green economy development concerned enables the development and consumption ideas of enterprises and consumers to change to the situation adapted to green marketing. Consequently, we can make the dynamic system of green marketing full of new energy by this way and promote the continual development of green marketing and green economy. Led by a batch of leading enterprises, such as Guizhou Mao-tai, the development of green industries in Guizhou represented by green food processing industries has achived a significant progress in recent years. We accumulated many beneficial demonstrative experiences. First, we strengthen base building of green raw material. It is an item foundational and the introductive work to the resources development and the processing enterprise. Second, green technology development and unceasing enhancement of the characteristics of the new green product is the material base for improving the market competence. Third, molding the green brand and implementing name brand strategy is the important magic weapon to lasting survival of enterprises. Only with the name brand, can we win a bigger market share; only with the name brand, can we effectively realize the industrial clustering; only with the name brand, can we maintain the higher profitability and the enterprise growth potential in the intense market competition. Fourth, marketing network construction, management and maintenance is the essential method which guarantees the stable development of green produce markets. The network can conquer market to the green industry as the same as traditional industry. Only the stable development of corporate marketing networks can provide the formidable sub-distribution ability to the enterprise. Theoretically speaking, the green economy development of Gizhou is a systematic long-term project which should be planned and designed from the strategic level, and can strengthen its scientific nature and may be operational, can instruct the Guizhou economy to develop in a historically leapfrogiing manner. Developing the Guizhou green industry must follow the following principles: The green economy development and the prosperous common people are popular Guizhou Province to unify; the green economy and the characteristic economy development unifies; the economic whole advancement and the key industry suddenly disfigurement the union; the territory economy coordinated development and the prioritized urban economy unifies. We should make joint efforts to realize the overall goal, industrial goal and short-term goal of Guizhou green economy, and develop the green economy consitent with the image and charteristics of “The Park Province”so as to make Guizhou become the leisure center of China and even the Southeast Asia in the 21st century This article makes a combination of the qualitative analysis and the quantitative analysis, a combination of the standard research and the real demonstration research. The green marketing dynamic system structure, the immanent affiliation and the functional analysis as well as the green marketing pattern comparison research will emphasize particularly the qualitative analysis; the consumer’s green demand characteristic, the vocation and the local green marketing pattern’s difference will emphasize particularly the quantitative analysis. Green marketing pattern’s characteristic, flow, dynamic system and its principle of work by standard analysis primarily; green marketing main body’s characteristics of Guizhou market, green industry development present situation by real diagnosis research primarily. While inheriting the preceeding green marketing fundamental theories and research results of related discipline, this article obtains the following several innovational research results: the proposition of the concept of green marketing pattern and the research content being clear ; the evolution of green marketing pattern and its regularity; the functioning principles of general model and special mode of green marketing dynamic system; the investigation and analysis of the present situations of green marketing dynamic system in Guizhou, and the proposition of of the concept of the industrial virescence coefficient and the economical virescence inde. In a word, green marketing pattern is a new marketing idea of modern enterprises. It adapts to the demand of sustainable development. We must consummate green marketing dynamic system of Chinese enterprises, unceasingly improves the corporate marketing level and the regional green economic development. We must thoroughly realize theharmonious development between ecological environment, population resources and social economy in microand macro economic areas to construct a happier human society!
查看全文：	预览  下载(下载需要进行登录)