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随着安全环保意识的增强，工业经济时代带来的产品安全、环境破坏问题日益受到重视，而消费者环保理念的不断提升，对企业的生产和经营行为提出了更高的要求。 家居行业，其投入与自然资源消耗密切相关，而其产品则与人们生活密切相关，因此，绿色环保理念的形成，对家具行业具有更加明显的影响。 作为家居行业的领导企业之一，宜家公司对此有明确的认识，提出了绿色营销战略，本文通过对宜家的营销环境分析，说明绿色营销战略对增强宜家竞争优势的作用，然后，通过调查研究，了解宜家绿色营销战略的实施状况，指出其中存在的问题。 本文认为，绿色营销战略对适应环境变化、提升家居企业的竞争优势具有重要的意义。但是，这种优势要通过营销战略的具体实施来实现，为此，本文针对宜家在绿色营销战略实施中的一些问题，提出具体的建议和对策。 |
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heyanj
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18722590013(草也花开代发): 金币+15, 谢谢您的认真解答，欢迎多来专外版交流～ 2016-07-28 14:26:42
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18722590013(草也花开代发): 金币+15, 谢谢您的认真解答，欢迎多来专外版交流～ 2016-07-28 14:26:42
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With more and more attention to the environment protection , productions safety and environment destruction in the industrial era are taken seriously. Meanwhile, consumers’ concept of environment protection constantly upgrade, more requirements are needed both during the producing and marketing processe . Household industries, for their close contact with the nature consumption, and the productions close relate to people’s normal life. Therefore, the formation of the green environment protection, has more influence to the industries. As one of the leading enterprises in household industries, Ikea has its distinct understanding on the concepts, setup the green marketing strategy. The article analysis Ikea’s marketing environment, and explained the advantage of the green marketing strategy for Ikea competitive abilities, and point out the existing and potential problems. The article argues the green marketing strategy, adapt to environmental changes and enhancing the competitive advantage of household enterprise has the vital significance. However, this advantage to the specific implementation of marketing strategy. Therefore, the author of this paper point out some problems in the implementation, puts forward specific Suggestions and countermeasures for kea in the green marketing strategies.求赞哦 |
3楼2016-06-08 10:28:23
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18722590013(草也花开代发): 金币+15, 谢谢您的认真解答～欢迎多来专外版交流 2016-07-28 14:25:26
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草也花开: SFL-EPI+1 2016-07-28 14:59:05
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With Awareness of environment protection awareness, productions safety and environment destruction in the industrial era are taken more and more serious. Meanwhile, consumers’ concept of environment protection constantly upgrade, more requirements are needed in the processes of producing and marketing. Household industries, for their close contact with the nature consumption, and the productions close relate to people’s normal life. Therefore, the formation of the green environment protection, has more influence to the industries. As one of the leading enterprises in household industries, Ikea has its distinct understanding on the concepts, setup the green marketing strategy. The article analysis Ikea’s marketing environment, and explained the advantage of the green marketing strategy for Ikea competitive abilities, and point out the existing and potential problems. The article argues the green marketing strategy, adapt to environmental changes and enhancing the competitive advantage of household enterprise has the vital significance. However, this advantage to the specific implementation of marketing strategy. Therefore, the author of this paper point out some problems in the implementation, puts forward specific Suggestions and countermeasures for kea in the green marketing strategies. |
2楼2016-06-07 17:07:27
