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论文编号：	4604
作者编号：	2220110568
上传时间：	2012/9/19 16:40:25
中文题目：	我国户外广告产业绿色营销研究
英文题目：	China Outdoor Advertising Industry Green Marketing Research
指导老师：	白长虹
中文关键字：	关键词：绿色营销、以人为人本、户外广告
英文关键字：	Key words: green marketing，human-oriented, outdoors advertiseme
中文摘要：	随着世界文明的发展，经济发展模式正在经历由物本向人本的转型，与此相应，企业也正在实现由传统营销向绿色营销的转型。本文首先介绍了绿色营销的内涵和相关理论综述，为分析我国户外广告企业如何实现绿色营销奠定理论基础。接着本文分析了我国户外广告企业实施绿色营销的环境背景。首先是中国2003年提出了以人为本的科学发展观，推动中国社会政治经济文化都向着以人为本转型，这就构成了中国户外广告产业向绿色营销转型的政策和社会背景。其次分析了世界广告产业的人本化趋势和过程，并对发达国家广告及户外广告人本化的状态进行了相关分析。本文认为，与当前中国社会政治文明发展阶段相对应，中国广告产业本质上仍旧处于物本时代。由于中国经济发展相对较为落后，改革开放只有30余年的历史，政治文明还处于向现代政治转型的过程之中，制度文明相对较为落后。这反映在广告上，就是物本广告现在仍旧是主流，消费者仍旧受到蔑视，在户外广告上表现得较为集中。户外广告片面追求大、缺乏内涵和深度、缺乏统一管理和规划，多数以经济利益为导向，以生硬推销为重心，不注意以满足消费者生活的幸福为核心，比如不注意对人们生存环境的美化和预防污染，不注意对人们价值观念的科学引导，在对城市文化建设上没有起到应有的作用，等等。最后本文从绿色营销的社会体系建立角度和企业绿色营销实施策略角度探讨了户外广告企业实施绿色营销的途径。认为户外广告产业的绿色营销首先应该从政府制定政策法规等角度建设绿色营销健康发展的社会氛围，这是户外广告企业实施绿色营销的基石。接着本文从绿色营销的实施策略角度，探讨中国户外广告的人本化发展途径，具体说来有绿色产品——户外广告内容方面要体现以人为本、绿色设计——具体创作技巧方面要体现以人为本、清洁生产和延伸服务——户外广告生产和投置上的以人为本、促进绿色需求、降低绿色成本、强化绿色竞争实力；完善绿色传播方式等方面。
英文摘要：	With the development of world civilization, economic development mode is being experienced by the matter to the transition, accordingly, enterprises are from the traditional marketing to green marketing transformation. This article first introduced the connotation of green marketing and the relative theory, for the analysis of China's outdoor advertising enterprises on how to implement green marketing has laid a theoretical basis. And then this paper analyses our outdoor advertising enterprise implementing green marketing environment background. Is the first Chinese2003 put forward the people-oriented scientific outlook on development, promote the Chinese culture of social politics economy to people-oriented transition, this makes Chinese outdoor advertising industry to the green transformation of marketing policy and social background. Followed by an analysis of the advertising industry, the trend and process, and the developed countries in advertising and outdoor advertising the people of the state undertook relevant analysis. This paper argues that, with the current Chinese social political civilization development stage should be relative, Chinese advertising industry is still in the era of material nature. Due to China's economic development is relatively backward, only reform and opening up30 years of history, political civilization is to the modern political transformation, institutional civilization relatively backward. This is reflected in the advertisement, what is the advertising is still the mainstream, consumers still despised, in outdoor advertising displays more concentrated. Outdoor advertising one-sided pursuit of big, lack of meaning and depth, the lack of unified management and planning, most economic oriented, with blunt marketing as the focus, do not pay attention to meet the consumer life happiness as the core, such as not paying attention to people's living environment beautification and pollution prevention, do not pay attention to people's concept of value's science guiding, on the city culture construction did not play its due role, etc... Finally, this article from the green marketing social system angle and enterprises to implement strategy of green marketing of outdoors advertisement enterprise implementing green marketing way. Outdoor advertising industry green marketing should first of all from the government to formulate policies and regulations angle construction green marketing the healthy development of the social atmosphere, it is outdoors advertisement enterprise implementing green marketing is the cornerstone. Then the article from the implementation of green marketing strategy of Chinese outdoor advertising perspective, the way of development, there are green products -- the contents of outdoor advertisements should embody the people-oriented, green design -- writing skills and should embody the people-oriented, clean production and extension services -- outdoor advertising production and home on the people-oriented, promote green demand, reduce cost, strengthen green green competitive strength; perfect green communication etc..
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