豐田汽車公司綠色營銷的現(xiàn)狀及發(fā)展對策研究

工商管理論文編號:GS225  論文字?jǐn)?shù):12114,頁數(shù):21

目    錄
摘    要 I
Abstract II
1綠色營銷概況 1
1.1綠色營銷的內(nèi)涵 1
1.2綠色營銷的主要特點 1
1.3綠色營銷的意義 2
2國外企業(yè)發(fā)展綠色營銷的概況 3
2.1企業(yè)發(fā)展綠色產(chǎn)品 3
2.1.1 福特:活著的屋頂 3
2.1.2 GE:綠色就是戰(zhàn)略 3
2.2樹立綠色形象 3
2.3 深入營銷過程 4
2.4 引導(dǎo)綠色消費 4
3 日本豐田汽車公司綠色營銷的現(xiàn)狀 5
3.1普銳斯：起步就快一步 5
3.2凌志車系：提高能源利用率 5
3.3巡展：環(huán)保與宣傳兩不誤 6
3.4贊助“溫室項目” 6
4 豐田汽車公司發(fā)展綠色營銷的方式分析和未來對策 7
4.1豐田汽車公司發(fā)展綠色營銷的方式 7
4.1.1低能耗的改進 7
4.1.2發(fā)動機排量、安全和舒適性 10
4.1.3輪胎和其他汽車部件環(huán)保計劃 10
4.2綠色營銷未來發(fā)展對策 11
4.2.1搜集綠色信息。 11
4.2.2擬訂綠色計劃。 11
4.2.3進行綠色定位。 12
4.2.4開發(fā)綠色產(chǎn)品。 12
4.2.5制定綠色價格。 12
4.2.6開展綠色促銷。 12
4.2.7塑造綠色形象。 12
結(jié)    論 14
參 考 文 獻 15
致    謝 16

摘    要
 綠色消費的迅猛發(fā)展，引發(fā)出一場市場營銷領(lǐng)域的新變革，導(dǎo)致了“綠色營銷”的出現(xiàn)。企業(yè)綠色營銷是企業(yè)以環(huán)保觀念作為其經(jīng)營指導(dǎo)思想，以綠色消費為出發(fā)點，以綠色文化作為企業(yè)文化核心，在滿足消費者綠色消費需求的前提下，為實現(xiàn)企業(yè)目標(biāo)而進行的營銷活動。綠色營銷是傳統(tǒng)市場營銷的進一步擴展和深層次延伸，也比傳統(tǒng)市場營銷意義更深遠，更具時代性。
 在汽車行業(yè)所進行的綠色營銷中，原材料生產(chǎn)，能源利用問題的解決就變得格外重要。全世界發(fā)展綠色營銷的汽車公司中，日本豐田汽車公司在這方面做了很多有效的工作。本文重點分析了豐田汽車公司綠色營銷的現(xiàn)狀，所面對的問題，對其未來開展綠色營銷提出了一些建議。
 本文通過對豐田汽車公司綠色營銷的分析，有助于中國的汽車生產(chǎn)企業(yè)從中汲取經(jīng)驗和教訓(xùn)，給中國的汽車公司發(fā)展綠色營銷提供參考，進而明確其未來的發(fā)展方向。
 
關(guān)鍵詞：綠色營銷；環(huán)保；豐田；汽車能源

Research on Green Marketing Status and Development Strategies for
Toyota Motor Corporation
Abstract
 The rapid development of green consumption leads to a new revolution in the field of marketing, which brings out the "green marketing"     Green Marketing is a business enterprise concept of environmental protection as its guiding ideology operators to green consumption as the starting point, to a green culture as the core enterprise culture, to meet consumer demand for green consumption under the prerequisite for the realization of the objectives of corporate marketing activities. It is traditional marketing and the further expansion of deep-seated extension, than traditional marketing more far-reaching significance, the more the spirit of the times.     In the automotive industry conducted by the Green Marketing, raw material production, energy use of the settlement of the issue has become particularly important. The development of green marketing in the world of car companies, Toyota Motor Corporation of Japan in this regard made a lot of work. The thesis analyzed the Toyota Motor Corporation for the status of green marketing, the problems faced, and its green marketing make some suggestions in the future.     Through the Toyota Motor Corporation in the case of green marketing analysis, China's auto enterprises are able to take some experiences and lessons from the development of China's automotive industry for reference, then clearly the future direction of development.

Key Words：Green Marketing; Environmental protection; Toyota; Automotive energy