企业绿色产品营销策略研究——以周黑鸭食品股份有限公司为例  

Research on Green Product Marketing of Zhou Hei Ya Food Co,Ltd

作　　者：李林[1,2] 岳传扬 

机构地区：[1]华中科技大学武昌分校,湖北武汉430064 [2]湖北企业文化研究中心,湖北武汉430205

出　　处：《湖北理工学院学报（人文社会科学版）》2015年第3期40-45,共6页Journal of Hubei Polytechnic University(Humanities And Social Sciences)

基　　金：湖北省人文社科重点研究基地湖北企业文化研究中心课题"企业文化软实力:结构及提升策略";项目编号:2014B03

摘　　要：随着人们绿色环保意识的不断提升和绿色农产品消费市场的不断扩大,企业践行绿色营销观念、推进绿色产品营销成为满足顾客需求和应对市场挑战的重要手段。作为一家立足于"绿色、安全、健康"经营理念的农产品深加工企业,周黑鸭食品有限公司在绿色产品营销上有很多举措,同时也面临一些亟待解决的问题。文章以武汉市场500名消费者为调查样本,从绿色产品的认知、意向及行为三个方面进行调查,由此指出:企业应帮助消费者提升绿色消费认知;促进政府加强市场监管企业自身应加快技术研发;从消费者、政府、企业三个层面合力推进企业绿色产品营销创新。With the increasing improvement of people~ awareness of green environmental protection and the continuous expansion of consumption market of the green agricultural products, the enterprises promote green marketing idea, which has become the important means to meet customer＇s demand and market competition. As a deep processing enterprise of agricultural products based on the ＂ green health and safe management i- dea＂ , ZhouHeiYa Food Co. , Ltd promoted many measures on green product marketing, but meanwhile, it also faced some problems to be solved. Taking 500 consumers of pot - roast products in Wuhan as the re- search sample, this paper made the investigation on three aspects： consumption cognition, consumption in- tention and consumption behaviour of green products. It concluded that green marketing innovation of enter- prises should be promoted through strengthening green consumption education, upgrading green consumption cognition, strengthening market management, and improving technology development.

关 键 词：周黑鸭 市场调研 绿色产品 绿色消费 营销创新 

分 类 号：F272.3[经济管理—企业管理]