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2.2.1 我国企业绿色营销的现状........................................................................... 8
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2.2.2 伊利绿色营销的现状................................................................................... 9
安徽工业大学工商学院
摘要
伊利绿色营销探析
随着环境危机和人们观念的变化，绿色消费者越来越关心环境保护问题。以降低
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消费品污染和保护环境为主要特征的绿色消费观念代表了当今世界绿色消费者消费
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观念新潮流，伴随着这样一个态势发展，“绿色”营销开始崭露头角，成为新世纪企
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业营销的趋势。在绿色营销时代，企业的营销活动必须顺应绿色发展战略的要求，注
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1.2 研究思路及主要内容........................................................................................................................................................................................... 5
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elaborates the Erie green marketing present situation, the existence question and perfect
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countermeasures, mainly including: green image planning lack of continuity, green main products too single , lack of product line management, to dealers over-reliance on, establish the green
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3 伊利绿色营销存在的问题.....................................................................14
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3.1 绿色形象策划缺乏连续性..................................................................................14
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marketing debut, become the new century enterprise marketing trend. In the green marketing era,
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enterprise's marketing activities must conform to the requirements of green development strategy,
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2.1 绿色营销的概念及特征........................................................................................7
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2.1.1 绿色营销的概念........................................................................................... 7
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重生态环境保护，促进经济与生态协调发展，实现企业利益、消费者利益、社会及生
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态环境利益的统一。
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本文讨论了国内企业的绿色营销现状，讲述了绿色营销的概念及特征，在这样的
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大背景下进而阐述了伊利绿色营销的现状、存在的问题以及完善的对策，问题主要包
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括：绿色形象策划缺乏连续性、绿色主力产品过于单一、缺乏对产品线的管理、对经
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共 23 页 第 2 页
安徽工业大学工商学院
目录
伊利绿色营销探析
1 绪 论....................................................................................................... 4
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4.3 建立多种分销渠道，保证渠道绿色..................................................................18
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1.1 研究背景、研究目的及研究意义........................................................................4
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1.1.1 研究背景....................................................................................................... 4
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共 23 页 第 1 页
安徽工业大学工商学院
伊利绿色营销探析
Abstract
As the environmental crisis and people the change of the idea, green consumers are more and
more concerned about the protection of environment. In order to reduce consumer pollution and
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channel, not to product variation, consumer loyalty of cultivating and green management
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insufficient attention; The main consummation countermeasure are: to continuity to green image
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1.1.2 研究目的....................................................................................................... 4
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1.1.3 研究意义....................................................................................................... 5
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zoology environment interest.
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This paper discusses the present situation of domestic enterprises, tells the story of green
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marketing of green marketing concept and characteristic, in such big background and then
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4.1 要连续性地进行绿色形象策划..........................................................................17
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4.2 更新生产设备，提高员工素质，实行绿色全面化..........................................17
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planning, update, production equipment, improving the quality of employees, practice green overall
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design, build multiple channels, and ensure channel green, development the difference product,
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environmental protection as the main characteristics of green consumption concept represents the
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current world green consumer spending new ideas trend, with this situation development, “green”
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develop new product, carries on the green concept publicity, strengthen green management
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Key words: consumption, environment, green marketing, ecology
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3.2 绿色主力产品过于单一、缺乏对产品线的绿色管理......................................14
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3.3 对经销商过分依赖，未能建立起绿色渠道......................................................15
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3.4 对产品的差异化和消费者忠诚度的培育重视不够..........................................15