“一品郴州”綠色營(yíng)銷及其整合傳播策略研究.pdf

1、中南大學(xué)碩士學(xué)位論文“一品郴州”綠色營(yíng)銷及其整合傳播策略研究姓名：周文圣申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：工商管理指導(dǎo)教師：龔艷萍20040101ABSTRACTWlmtheenhancementOtgIobaIenVlronmentalprotectlonconsciousness，t11eeconomyofeverycountryintheworldisimplementingthesustainabledeVelopmentstrategy

2、，andemphasizingth亂econoInicdevelopmentshouldbecoordinatedwimenvironnlentalprotection，asaninlportantpanofenvironmentalprotection—GreenmarketingisbecomingthehotsubjectnowadaysmatthesocietyandenteI]risearebeingstLIdiedconsc

3、ientiouslytoo，AndwiIlbecomethemainstreamofthemarketingin2lstcenturySo，deVelopthegreenproducts，adoptthemodelofgreenmarketingwillbecoⅡlemedeveiopmentcrendthateverycountryincheworldproducespmductsandsellAtpresent，thedomesti

4、candintemationalstudyon”greenmarketin∥ismainandcen【ralizedjnfollowingseVeraj：FirSt，山ekeythou曲tofgreenmarketing，includemreerespectsmainly：Sustainabledevelopment，environmentalpmtectionandgreenconsumptiondemand，afterenter21

5、slcenturyat出esametime，Thekeythoughtofgreenmarketingisexpandedtotheecologicalaspect；Second，thedeVelopmentobstacleofgreenmarketing，thereareconsuIller’sobstacle，enterp“seobstacJe，govemmentobstacleandresourcesandpopulationob

6、stacle，etcmainly，Tot11eseobstaclesinaddition，scholarShaVeputforwardthegreatcountermeasurememost，Themaincounte咖easureisgreenconsumptionconsciousnessa11dentelpriseandgoVemmentofimproVingtheconsumertotheproductionandattenti

7、onofsellingt11egreenproducts；Third，chamcteristicaJlddevelopmenttrendofgreenmarketing，etC一”FirstChenzhou”ofthecigarrnjllofChenzhoucarriesonmodemtobaccotechnologyandtraditionalChinesemedicinetheorytheo曙aniccigaretteproduct