工業(yè)革命以后,經(jīng)濟(jì)加速發(fā)展使人們?nèi)〉昧饲八从械呢?cái)富,但是隨之而來的是嚴(yán)峻的環(huán)境危機(jī)。面對工業(yè)文明帶來的惡果,生態(tài)文明建設(shè)是必然趨勢,所以從十七大開始,中國政府格外強(qiáng)調(diào)生態(tài)文明建設(shè)的重要性。生態(tài)文明建設(shè)將可持續(xù)發(fā)展作為根本原則,要求經(jīng)濟(jì)上提倡生態(tài)經(jīng)濟(jì)、循環(huán)經(jīng)濟(jì)和低碳經(jīng)濟(jì)。企業(yè)作為經(jīng)濟(jì)體中的主力軍,經(jīng)濟(jì)可持續(xù)發(fā)展需要依靠企業(yè)。因此,研究著名企業(yè)的綠色營銷策略有著重要意義。通過對企業(yè)綠色營銷策略的細(xì)致分析,讓人們深刻認(rèn)識到綠色營銷對企業(yè)、消費(fèi)者、社會產(chǎn)生的巨大影響,另一方面在研究過程中總結(jié)經(jīng)驗(yàn),從而給予國內(nèi)相關(guān)企業(yè)啟示和建議。在服裝行業(yè),H&M（Hennes&Mauritz）作為世界第二大服裝零售集團(tuán)。即使在世界經(jīng)濟(jì)蕭條期,其營業(yè)額也在穩(wěn)步上升,積極的擴(kuò)張政策也迅速攻占中國市場。但是H&M能在全球市場長久占領(lǐng)一席之地的關(guān)鍵在于公司一直以可持續(xù)發(fā)展為原則,確保建立更綠色環(huán)保的設(shè)計(jì)、制造和產(chǎn)品處理生產(chǎn)鏈。從2013年H&M就開始實(shí)行“舊衣回收計(jì)劃”,而且是世界上第一家使用有機(jī)棉作為生產(chǎn)原材料的服裝企業(yè)。H&M的綠色營銷對國內(nèi)服裝企業(yè)有著重要的啟示作用。與... 

【文章來源】：東北財(cái)經(jīng)大學(xué)遼寧省

【文章頁數(shù)】：92 頁

【學(xué)位級別】：碩士

【文章目錄】：
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



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