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摘要随着可持续发展战略的提出，家电行业的绿色化发展成为我国经济绿色化必不可少的一环，也是实现全球节能减碳目标的必然结果。面对国内外激烈的绿色家电竞争市场，格力电器作为我国家电行业的龙头老大，积极响应国际绿色环保号召，开展绿色营销活动已有多年，积累了一定的家电绿色营销经验。然而，由于市场机制尚不成熟、绿色消费理念尚未深入人心，我国家电企业的绿色营销还存在许多问题，很难达到预期的绿色营销目标，格力电器也在这样的大环境下处境艰难。想要达到良好的绿色营销目标，提高绿色家电销量和市场占有率，格力必须结合消费者绿色消费需求和政府政策实施，做出应对措施。本文就以格力电器为研究对象，分析其开展绿色营销的现状，多方面讨论并总结所存在的问题，并根据我国实际情况提出相应的措施和对策。51795
毕业论文关键词：格力电器；绿色营销；对策研究
Gree to Carry out Green Marketing Present Situation Analysis and Countermeasure Research
Abstract Along with the sustainable development strategy is put forward, the greening development of the electrical appliances industry and become the indispensable in green economy is also the inevitable result of the global energy saving carbon reduction target. Facing competition in the green home appliances at home and abroad market, gree electric appliances which our country home appliance industry, actively respond to the international green environmental protection call for, to carry out green marketing activities for many years, accumulated a certain experience in home appliance green marketing. However, because of the market mechanism is not yet mature, green consumption concept has not yet deeply rooted in the hearts of the people, our country electrical appliances enterprise green marketing still exist many problems, it is difficult to meet the expected targets of green marketing, gree electric appliances are struggling under such an environment. Want to achieve good green marketing goals, improve the green home appliance sales and market share, gree must be combined with the consumer green consumer demand and government policy, make a response. In this paper, the gree electric appliances as the research object, the analysis of its present situation to carry out green marketing, discuss and summarize the problems in many aspects, and according to the actual situation in our country and put forward the corresponding measures and countermeasures.
Key Words: Gree Green marketing Countermeasure research
目 录
摘要--1
Abstract--Ⅱ
目录-Ⅲ
一、引言 1
二、绿色营销的概述-1
（一）绿色营销理念的提出-1
（二）绿色营销的定义2
（三）绿色营销的重要意义2
三、格力电器的绿色营销-3
（一）格力品牌简介-3
（二）格力的绿色营销现状4
（三）格力绿色营销所存在的问题5
四、促进格力开展绿色营销的措施及对策-8
（一）企业方面的措施9
（二）政府方面的措施11
五、结束语--12
参考文献--14
一 引言
在如今我国确立可持续发展战略、倡导可持续消费理念、国际环保潮流日益汹涌并且“绿色壁垒”在国际贸易中日益明显的大环境下，我国很多企业都尝试改变以往的营销方式，试图采用绿色营销战略，寻求并实施以可持续为核心的绿色营销方式，实行可持续发展的营销策略，使我国企业逐渐跟上全球经济的发展脚步。
尤其可见的是我国家电市场，跟随国际家电市场的步伐，逐步开展绿色营销活动，“绿色、节能、低碳、健康”已然成为我国现代家电消费的关键词，越来越多的家电品牌逐渐“绿色化”，新兴而起的绿色家电也在家电市场占据了一席之地。