本科毕业论文低碳经济与绿色营销LowCarbonEconomyandGreenMarketing学院(部):经济与管理学院专业班级:营销06-3班学生姓名:周高潮指导教师:丁微助教二O一O年六月五日低碳经济与绿色营销摘要“低碳”已经成为当今世界应对经济发展与生态环境保护的共同声音,低碳经济正逐渐成为一种经济发展的新模式。低碳经济,就是以低能耗、低污染为基础的绿色经济。低碳经济的发展模式使消费者更加倾向于适度、无污染、保护环境的消费,绿色需求在世界范围内已经或正被逐渐唤起,从根本上讲,是绿色需求决定了绿色营销的产生、规模、运作模式和发展趋势。绿色营销是企业在以满足消费者需要、维护人类生存环境的基础上,为实现自身利润目标及其它目标进行的一系列经营活动。它兼顾企业利益、消费者需求和社会发展,协调了三者之间的关系,必将成为低碳经济发展模式的营销主流。关键词:低碳经济,绿色营销,营销策略,绿色服务LOWCARBONECONOMYANDGREENMARKETINGABSTRACT"LowCarbon"hasbecometheworld'sresponsetoeconomicdevelopmentandthecommonvoiceofecologicalandenvironmentalprotection.Low-carboneconomyisgraduallybecominganewmodelofeconomicdevelopment.Basedonlowpowerconsumptionandpollution,low-carboneconomyisgreeneconomy.Thedevelopmentmodeloflow-carboneconomyinclinesconsumerstochoosemoderate,non-polluting,environment-protectingconsumption.Demandsforthegreenhavebeenorarebeingraisedaroundtheworld.Fundamentallyspeaking,itisthedemandforthegreendecidesthegeneration,thesize,themode,theoperationandthedevelopmenttrendofgreenmarketing.Greenmarketinginvolvesaseriesofbusinessactivitieswhichaimsatcompanies’profittargetsandothergoals.However,atthesametime,itsetsmeetingconsumers’needsandmaintainingthesurvivalenvironmentofhumanbeingsasthebasisoftheidea.Itbalancesinterestsofenterprises,consumers’demandsandsocialdevelopment.Bycoordinatingtherelationshipbetweenthesethreeaspects,Greenmarketingwillcertainlybecomethemainstreamofthemodeloflow-carboneconomy.KEYWORDS:Low-carboneconomy;Greenmarketing;Marketingstrategies;GreenServices目录摘要(中文)…………………………………………………………………………Ⅰ摘要(外文)…………………………………………………………………………Ⅱ绪论……………………………………………………………………………………11低碳经济概述……………………………………………………………………11.1低碳经济的涵义………………………………………………………………11.2低碳经济对消费的影响……………………………………………………22绿色营销概述………………………………………………………………………32.1绿色营销的概念……………………………………………………………32.2绿色营销的作用……………………………………………………………32.2.1实施绿色营销可以促进资源合理配置………………………………32.2.2有利于企业占领市场和扩大市场销路………………………………32.2.3绿色营销能够促进企业塑造绿色文化………………………………42.2.4绿色营销有助于构建绿色企业形象…………………………………42.3低碳经济与绿色营销的关系…………………………………………………42.4低碳经济下发展绿色营销的必要性…………………………………………53低碳经济下的绿色营销策略………………………………………………………53.1制定绿色营销战略…………………………………………………………53.1.1搜集绿色信息……………………………………………………………53.1.2必须加大教育宣传引导的力度,尽快培育全社会的绿色意识………53.1.3转变企业的生产经营观念,培育绿色企业文化………………………63.2设计绿色营销组合……………………………………………………………63.2.1开发绿色产品……………………………………………………………73.2.2制定绿色产品的价格……………...