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论文编号：	7930
作者编号：	2120132564
上传时间：	2015/12/8 19:52:05
中文题目：	天津泰达绿色生活体验馆营销战略研究
英文题目：	The Study of Tianjin TEDA Green Lifestyle Exhibition Center Marketing Strategy
指导老师：	刘建华教授
中文关键字：	绿色消费；绿活馆；市场细分；营销定位
英文关键字：	Green consumption; Green lifestyle exhibition center; Market segmentation; Marketing position
中文摘要：	摘　要 柴静的“穹顶之下”唤起了无数人对于环境污染的痛斥和对美丽中国的期待。随着全球气候变暖，环境污染和生态破坏日益加剧，当这一切威胁到人类的生存质量时，越来越多的人开始转变消费观念，从“物美价廉，便宜就好”变为了“绿色消费，但求最贵”。空气净化器、净水机等产品一夜热销却又频频爆出黑幕，也说明了我国在绿色消费领域相关标准的制定方面仍有缺失。无论如何，绿色消费已成为现如今城市消费群体的主要趋势和必然趋势。人们在追求绿色、低碳、环保产品的过程中，也需要获取更丰富的产品信息。天津泰达绿色生活体验馆在这样的背景下应运而生。本文主要研究了天津泰达绿色生活体验馆营销策略及战略，通过分析我国绿色消费领域的发展状况以及目前面临的问题和挑战，提出绿色消费经济营销研究的动因。论文以天津经济技术开发区“天津泰达绿色生活体验馆”为例，具体分析其营销定位及具体的营销组合策略。 本文研究的天津泰达绿色生活体验馆营销策略基于PEST、五力模型、SWOT分析法、市场细分理论以及4Ps、4Cs营销组合策略理论等相关理论的回顾与应用。本文研究思路从理解绿色消费，分析绿色消费特征开始，对比先进的绿色消费案例，分析我国绿色消费所面临的问题，进一步探讨绿色消费的具体实施策略。 本文以天津泰达绿色生活体验馆为例，通过对其所属市场环境的宏观环境、行业环境以及内外部结合的SWOT分析，以此对目标市场进行细分与定位，然后提出新媒体、公共关系活动策略，以及从理念、人员、组织、信息系统、财务等方面实施保障。 关键词：绿色消费；绿活馆；市场细分；营销定位
英文摘要：	Abstract Chai Jing's "Under the Dome" arouses countless people's denouncement for environmental pollution and expect for beautiful China. Along with global warming, environmental pollution and ecological destruction is increasingly intensified. When all this threaten quality of human life, more and more people begin to change their consumption concept from "cheap and fine" to "green consumption and regardless cost". Air purifier, water purifier and like products become hot sales, but meanwhile frequently popped up inside stories also expose that deficiency in green consumption standardization of our country. In any case, green consumption has become an inevitable and essential trend among urban consumer groups. People need to get abundant product information in the pursuit of green, low-carbon, environmentally friendly products. This paper mainly studies the combination marketing and strategy of green experience consumption. Through the analysis of the development status of China's green experience consumption, current problems and challenges, the reason of green experience consumption economy marketing research is proposed. The TEDA "Green lifestyle exhibition center" is taken as example to make a concrete analysis of marketing orientation and marketing combination strategy. The marketing strategy of TEDA "Green lifestyle exhibition center" which studied in this paper is based on the review and application of PEST, Five Forces Model, SWOT analysis method, market segmentation theory, 4Ps, 4Cs marketing combination strategy and related theories. The research approach of this paper begins from understanding and analyzing the characteristics of green consumption, and analyzes the problems in China's green consumption by comparing advanced case, to make further exploration the specific implementation strategy of green consumption. This paper takes TEDA Green lifestyle exhibition center as an example, based on analysis of macro market and industry environment, internal and external combination SWOT, in order to make segmentation and position of target market, and then proposes a comprehensive strategy on new media and public relations activity, with supporting measure from aspects of idea, staff, organization, information system and finance etc. Key words: Green consumption; Green lifestyle exhibition center; Market segmentation; Marketing position
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