生态文明背景下HM绿色营销策略研究
发布时间：2022-02-15 05:49
工业革命以后,经济加速发展使人们取得了前所未有的财富,但是随之而来的是严峻的环境危机。面对工业文明带来的恶果,生态文明建设是必然趋势,所以从十七大开始,中国政府格外强调生态文明建设的重要性。生态文明建设将可持续发展作为根本原则,要求经济上提倡生态经济、循环经济和低碳经济。企业作为经济体中的主力军,经济可持续发展需要依靠企业。因此,研究著名企业的绿色营销策略有着重要意义。通过对企业绿色营销策略的细致分析,让人们深刻认识到绿色营销对企业、消费者、社会产生的巨大影响,另一方面在研究过程中总结经验,从而给予国内相关企业启示和建议。在服装行业,H&M（Hennes&Mauritz）作为世界第二大服装零售集团。即使在世界经济萧条期,其营业额也在稳步上升,积极的扩张政策也迅速攻占中国市场。但是H&M能在全球市场长久占领一席之地的关键在于公司一直以可持续发展为原则,确保建立更绿色环保的设计、制造和产品处理生产链。从2013年H&M就开始实行“旧衣回收计划”,而且是世界上第一家使用有机棉作为生产原材料的服装企业。H&M的绿色营销对国内服装企业有着重要的启示作用。与...
【文章来源】：东北财经大学辽宁省
【文章页数】：92 页
【学位级别】：硕士
【文章目录】：
Abstract
摘要
ChapterⅠ Introduction
1.1 Study Background
1.2 Study Significance
1.3 Study Structure
ChapterⅡ Literature Review
2.1 Ecological Civilization
2.1.1 Definition of Ecological Civilization
2.1.2 Development of Ecological Civilization Ideas
2.2 Green Marketing
2.2.1 Definition
2.2.2 Overseas Studies
2.2.3 Domestic Studies
Chapter Ⅲ Marketing Mix Theory
3.1 Product Strategy
3.2 Price Strategy
3.3 Place Strategy
3.4 Promotion Strategy
Chapter Ⅳ Analysis on H&M's Green Marketing Strategies
4.1 Introduction about H&M
4.1.1 H&M's Development History
4.1.2 H&M's Sustainability Development
4.2 H&M's Product Strategy
4.2.1 Definition of Green Product
4.2.2 Green Design
4.2.3 Cleaner Production
4.2.4 Green Recycling
4.3 H&M's Place Strategy
4.3.1 Definition of Green Place
4.3.2 Innovating Green Supply Chain System
4.3.3 Developing Channel Members' Green Awareness
4.3.4 Exploring New Green Channels
4.4 H&M's Price Strategy
4.4.1 Definition of Green Price
4.4.2 Pricing Strategy of Green Products-"Conscious Exclusive"
4.4.3 Pricing Strategy of Green Products- "Conscious"
4.5 H&M's Promotion Strategy
4.5.1 Definition of Green Promotion
4.5.2 Creative Green Advertisements
4.5.3 Active Involvement in Environment-friendly Social Activities
4.6 Achievements of H&M's Green Marketing
4.6.1 Creating Green Image
4.6.2 Saving Energy and Reducing Emission
4.6.3 Promoting Green Products
Chapter Ⅴ Influence on Domestic Garment Companies
5.1 Problems of Domestic Garment Companies' Green Marketing
5.1.1 Low Demand for Green Products
5.1.2 Under-developed Green Marketing Concepts
5.1.3 Shortage of Advanced Information Management Technology
5.2 Suggestions to Domestic Garment Companies
5.2.1 To Produce Green Products
5.2.2 To Make out Appropriate Green Price Strategy
5.2.3 To Develop Green Channels
5.2.4 To Innovate Green Promotion Methods
5.2.5 To Make efforts with the Government
5.2.6 To Participate in Environment-friendly Activities
Chapter Ⅵ Conclusion
6.1 Findings
6.2 Limitations
References
Acknowledgements
本文编号：3626042
【文章来源】：东北财经大学辽宁省
【文章页数】：92 页
【学位级别】：硕士
【文章目录】：
Abstract
摘要
ChapterⅠ Introduction
1.1 Study Background
1.2 Study Significance
1.3 Study Structure
ChapterⅡ Literature Review
2.1 Ecological Civilization
2.1.1 Definition of Ecological Civilization
2.1.2 Development of Ecological Civilization Ideas
2.2 Green Marketing
2.2.1 Definition
2.2.2 Overseas Studies
2.2.3 Domestic Studies
Chapter Ⅲ Marketing Mix Theory
3.1 Product Strategy
3.2 Price Strategy
3.3 Place Strategy
3.4 Promotion Strategy
Chapter Ⅳ Analysis on H&M's Green Marketing Strategies
4.1 Introduction about H&M
4.1.1 H&M's Development History
4.1.2 H&M's Sustainability Development
4.2 H&M's Product Strategy
4.2.1 Definition of Green Product
4.2.2 Green Design
4.2.3 Cleaner Production
4.2.4 Green Recycling
4.3 H&M's Place Strategy
4.3.1 Definition of Green Place
4.3.2 Innovating Green Supply Chain System
4.3.3 Developing Channel Members' Green Awareness
4.3.4 Exploring New Green Channels
4.4 H&M's Price Strategy
4.4.1 Definition of Green Price
4.4.2 Pricing Strategy of Green Products-"Conscious Exclusive"
4.4.3 Pricing Strategy of Green Products- "Conscious"
4.5 H&M's Promotion Strategy
4.5.1 Definition of Green Promotion
4.5.2 Creative Green Advertisements
4.5.3 Active Involvement in Environment-friendly Social Activities
4.6 Achievements of H&M's Green Marketing
4.6.1 Creating Green Image
4.6.2 Saving Energy and Reducing Emission
4.6.3 Promoting Green Products
Chapter Ⅴ Influence on Domestic Garment Companies
5.1 Problems of Domestic Garment Companies' Green Marketing
5.1.1 Low Demand for Green Products
5.1.2 Under-developed Green Marketing Concepts
5.1.3 Shortage of Advanced Information Management Technology
5.2 Suggestions to Domestic Garment Companies
5.2.1 To Produce Green Products
5.2.2 To Make out Appropriate Green Price Strategy
5.2.3 To Develop Green Channels
5.2.4 To Innovate Green Promotion Methods
5.2.5 To Make efforts with the Government
5.2.6 To Participate in Environment-friendly Activities
Chapter Ⅵ Conclusion
6.1 Findings
6.2 Limitations
References
Acknowledgements
本文编号：3626042
本文链接：https://www.wllwen.com/jingjilunwen/shengtaijingji/3626042.html
