Abstract The rapid development of science and technology of the 21st century has brought swift growth to the economy, which has done great damage to the ecological environment。 People start to care about their living environment and gradually protect the environment from polluted。 So green marketing strategy has arose, and in the 21st century, green marketing gradually has become the mainstream。 As a leading enterprise in China's dairy industry, Mengniu Dairy has conformed to this trend and seized the opportunity to implement green marketing。 By reviewing a lot of literature at home and abroad, the author has done some analysis and wrote the thesis。 72330

Through the SWOT analysis, the author finds that there are many advantages but also some weaknesses in green marketing strategy of Mengniu。 As for green marketing strategy, it is not only an opportunity but also a challenge for Mengniu Dairy。 Mengniu has the green brand, green packaging and green services which are superior to other competitors。 But raw dairy industry rising sharply and primarily cattle farming costs increasing are weaknesses。 What’s more, Mengniu should seize the opportunity of developing goat milk to start a new way。 At the same time, they should pay more attention to the threats。 Therefore, the author has proposed target solutions and measures to explore a correct road to develop Mengniu green marketing。

Key Words：Green Marketing Strategy     SWOT analysis    Mengniu 

摘 要21世纪科技的高速发展给经济带来了高速增长，但是生态环境却遭到极大强度的破坏，人们开始担心自己的生存环境，于是逐渐开始自觉地保护环境。在这种消费观念的指导下，绿色营销策略由此而生，并且在21世纪的市场营销中逐渐占据主流地位。作为我国乳制品行业的龙头企业，蒙牛乳业顺应这一潮流，抓住机遇，实施了绿色营销。通过查阅国内外的文献，作者进行了分析并写了这篇文章。

通过SWOT分析，作者发现蒙牛的绿色营销既有优势也有劣势。绿色营销战略对蒙牛乳业是机遇也是挑战。蒙牛乳业的绿色品牌、绿色包装和绿色服务是其优势，而奶源紧张及成本提高是其弱势。此外，蒙牛乳业需抓住机会，研发羊奶来开辟新道路。另外，也要时刻小心威胁因素。因此作者有针对性地提出解决办法和对策，以探索出一条蒙牛乳业绿色营销的发展道路。

毕业论文关键词：绿色营销策略     SWOT分析     蒙牛

Contects

Abstract i

摘 要 ii

Chapter One  Introduction 1

1。1 The Objectives of the Thesis 1

1。2 Overall Structure of the Thesis 2

Chapter Two  Literature Review 3

2。1 The Concepts of Green Marketing Strategy 3

2。2 Studies of Mengniu 4

Chapter Three  Theoretical Frame 6

3。1 Introduction of SWOT Analysis 6

3。2 The Matrix of SWOT Analysis 7

Chapter Four  SWOT Analysis of Green Marketing Strategy of Mengniu 10

4。1 The Use of Green Marketing Strategy of Mengniu 10

4。2 SWOT Analysis of Green Marketing Strategy of Mengniu 11

     4。2。1 Strengths 11

     4。2。2 Weaknesses