网络高等教育本科生毕业论文（设计）题目：我国零售企业的绿色营销策略分析学习中心：层次：专科起点本科专业：年级：年春/秋季学号：学生：指导教师：完成日期：年月日大连理工大学网络高等教育毕业论文（设计）摘要随着工业技术的不断发展，人们在提高生产率的同时也破坏了生态环境，自然环境的大肆破坏威胁着人类的生存环境，同时也成为社会经济可持续发展的绊脚石。在威肋性越来越严重的情况下，《哥本哈根协议》的出台将这一问题推向了高潮，并一跃成为人们关注的焦点。现如今，我国零售业行业蓬勃发展，已经成为拉动国民经济的重要产业之一。而在环境破坏日益严重的情况下，国家通过大力推动零售行业进行绿色营销，从长远角度来看对经济可持续发展有一定的推动作用。本文借鉴并引用了传统营销学和绿色营销的相关理论，以上内容为基础，与文献研究法相结合，在目前我国零售行业积极发展绿色营销策略的大背景下，对该策略进行进一步的研究与讨论。文章从分析绿色营销的背景、国内外研究现状入手，进而运用SW0T分析法来阐述我国零售企业绿色营销现状，并且提出了推动我国零售企业绿色营销的问题：一是零售企业缺乏绿色营销意识：二是零售企业的营销策略与绿色营销策略相不适应：三是消费者尚未形成大规模的绿色需求：四是政府的节能减排政策和资金不足。最后为推动我国零售企业绿色营销策略提出对策和建议：一是针对企业内部，零售企业要树立绿色营销观念，杜绝虚假绿色营销现象，并对绿色产品进行标识认证：二是运用4P营销理论，使零售企业从绿色营销渠道、产品、价格和促销实施绿色营销策略：三是零售企业要把握消费者的绿色需求：四是零售企业要借助政府力量开展绿色营销活动。本文运用绿色营销相关理论对我国零售企业的绿色营销策略进行分析，并提出了相应的对策，推动了我国推动绿色营销策略的深入研究和绿色营销策略在零售企业中的运用有一定的借鉴作用。关键词：绿色营销：可持续发展：零售企业大连理工大学网络高等数育毕业论文（设计）AbstractWith the continuous development of industrial technology,people have destroyed theecological environment while improving productivity.The wanton destruction of naturalenvironment threatens the living environment of human beings and becomes a stumblingblock to the sustainable development of social economy.Under the increasingly seriousthreat,the publication of Copenhagen Accord pushed this issue to a climax and became thefocus of people's attention.Nowadays,China's retail industry is booming and has becomeone of the important industries that drive the national economy.However,with theincreasingly serious environmental damage,the country has promoted green marketing inthe retail industry,which can promote the sustainable development of economy in the longrun.This paper draws lessons from and quotes the related theories of traditional marketingand green marketing.Based on the above contents,combined with the literature researchmethod,this paper makes further research and discussion on the strategy under thebackground of actively developing green marketing strategy in China's retail industry.Thispaper starts with the analysis of the background and research status of green marketing athome and abroad,and then expounds the present situation of green marketing of retailenterprises in China by SWOT analysis,and puts forward the problems of promoting greenmarketing of retail enterprises in China:First,retail enterprises lack green marketingawareness;Second,the marketing strategy of retail enterprises is incompatible with thegreen marketing strategy;Third,consumers have not yet formed a large-scale greendemand;Fourth,the government's energy conservation and emission reduction policies andfunds are insufficient.Finally,some countermeasures and suggestions are put forward topromote the green marketing strategy of retail enterprises in China:First,aiming at theinternal enterprises,retail enterprises should establish the concept of green marketing,putan end to the false green marketing phenomenon,and carry out identification certificationfor green products;Second,using 4P marketing theory,retail enterprises can implementgreen marketing strategies from green marketing channels,products,prices and promotions;Third,retail enterprises should grasp the green needs of consumers;Fourth,retail