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生态文明背景下H&M绿色营销策略研究

Abstract第2-5页
摘要第6-12页
ChapterⅠ Introduction第12-19页
    1.1 Study Background第12-14页
    1.2 Study Significance第14-17页
    1.3 Study Structure第17-19页
ChapterⅡ Literature Review第19-29页
    2.1 Ecological Civilization第19-23页
        2.1.1 Definition of Ecological Civilization第19-21页
        2.1.2 Development of Ecological Civilization Ideas第21-23页
    2.2 Green Marketing第23-29页
        2.2.1 Definition第23-25页
        2.2.2 Overseas Studies第25-27页
        2.2.3 Domestic Studies第27-29页
Chapter Ⅲ Marketing Mix Theory第29-36页
    3.1 Product Strategy第29-31页
    3.2 Price Strategy第31-33页
    3.3 Place Strategy第33-34页
    3.4 Promotion Strategy第34-36页
Chapter Ⅳ Analysis on H&M's Green Marketing Strategies第36-70页
    4.1 Introduction about H&M第36-44页
        4.1.1 H&M's Development History第36-40页
        4.1.2 H&M's Sustainability Development第40-44页
    4.2 H&M's Product Strategy第44-52页
        4.2.1 Definition of Green Product第44-46页
        4.2.2 Green Design第46-48页
        4.2.3 Cleaner Production第48-51页
        4.2.4 Green Recycling第51-52页
    4.3 H&M's Place Strategy第52-57页
        4.3.1 Definition of Green Place第52-53页
        4.3.2 Innovating Green Supply Chain System第53-54页
        4.3.3 Developing Channel Members' Green Awareness第54-56页
        4.3.4 Exploring New Green Channels第56-57页
    4.4 H&M's Price Strategy第57-61页
        4.4.1 Definition of Green Price第57-59页
        4.4.2 Pricing Strategy of Green Products-"Conscious Exclusive"第59-60页
        4.4.3 Pricing Strategy of Green Products- "Conscious"第60-61页
    4.5 H&M's Promotion Strategy第61-66页
        4.5.1 Definition of Green Promotion第61-62页
        4.5.2 Creative Green Advertisements第62-64页
        4.5.3 Active Involvement in Environment-friendly Social Activities第64-66页
    4.6 Achievements of H&M's Green Marketing第66-70页
        4.6.1 Creating Green Image第66-67页
        4.6.2 Saving Energy and Reducing Emission第67-68页
        4.6.3 Promoting Green Products第68-70页
Chapter Ⅴ Influence on Domestic Garment Companies第70-83页
    5.1 Problems of Domestic Garment Companies' Green Marketing第70-75页
        5.1.1 Low Demand for Green Products第71-72页
        5.1.2 Under-developed Green Marketing Concepts第72-73页
        5.1.3 Shortage of Advanced Information Management Technology第73-75页
    5.2 Suggestions to Domestic Garment Companies第75-83页
        5.2.1 To Produce Green Products第75-76页
        5.2.2 To Make out Appropriate Green Price Strategy第76-78页
        5.2.3 To Develop Green Channels第78-79页
        5.2.4 To Innovate Green Promotion Methods第79-80页
        5.2.5 To Make efforts with the Government第80-81页
        5.2.6 To Participate in Environment-friendly Activities第81-83页
Chapter Ⅵ Conclusion第83-87页
    6.1 Findings第83-85页
    6.2 Limitations第85-87页
References第87-91页
Acknowledgements第91-92页

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