中铁一局集团公司绿色营销策略研究
|
摘要
我国是一个资源相对贫乏的大国，对资源的合理利用已经成为21世纪我国经济可持续发展首先要解决的一个大问题。由于铁路工程是典型的资源和能源大量消耗的产业，铁路的修建和运营改变了自然环境，影响了生态环境。一方面铁路建筑企业的活动为人类创造了一个适于人类发展的环境，另一方面铁路建筑企业的活动也造成环境污染和破坏。因此在铁路建设项目施工中实施绿色营销策略具有较强的现实意义。
本文的写作以市场营销学、可持续发展理论、绿色营销理论为基础。论文以中铁一局集团公司为背景，主要运用绿色营销理论，为企业设计可行的绿色营销方案，从企业自身可持续发展的角度指出企业的发展方向。论文介绍了绿色营销理论的基本内容，主要针对中铁一局集团公司这个特定的企业，分析公司的绿色营销现状，面对的国内、国外环境，对公司进行绿色营销的优势和劣势分析，提出企业绿色营销策略。公司从绿色工程、绿色促销，绿色价格和绿色技术等方面开展绿色营销，使铁路建设项目达到社会效益、经济效益、生态效益相互协调的目的，保证企业可持续发展。
本论文采用实证研究法、绿色营销功能系数法，评价公司铁路建设项目的可持续性。针对中铁一局集团公司绿色营销的现状提出相应的实施建议，包括加强企业员工培训和绿色设备投入，重视各个工程的环境保护方案的实施，加强公司的绿色管理。
在我国，绿色营销已经有了初步的发展，本论文提出的绿色营销策略对中铁一局集团公司拓展新市场，提高竞争力具有一定的参考价值。本论文的研究成果也可以对其他同类企业实施绿色营销有借鉴意义。
As we all know, China is a large country with comparatively limited resources, which makes the reasonable utilization of the resources become a primary and crucial problem for the sustainable development of China's economy in the 21st century. Especially, the construction and operation of railway change the natural environment and has an influence on the ecologic environment because the railway-engineering field characterizes large amount of consumption of resources and energy. On the one hand, the activities of the railway construction enterprises produce a more development-friendly man-made environment for the human beings; On the other hand, they contaminate and damage the environment. Therefore, making use of the Green marketing strategies in the construction and operation of railway is important very much in practical activities.
Taking China Railway First Group Co. Ltd. as the background, comparatively limited resources, which makes the reasonable utilization of the resources become a primary and crucial problem for the sustainable development of China's economy in the 21st century. Especially, the. construction and operation of railway change the natural environment and has an influence on the ecologic environment because the railway-engineering field characterizes large amount of consumption of resources and energy. On the one hand, the activities of the railway construction enterprises produce a more development-friendly man-made environment for the human beings; On the other hand, they contaminate and damage the
environment. Therefore, making use of the Green marketing strategies in the construction and operation of railway is important very much in practical activities.
Taking China Railway First Group Co. Ltd. as the background, the research in thesis is based on the Marketing theory, Sustainable development theory and Green marketing theory. A feasible green marketing scheme for China Railway First Group Co. Ltd. is designed based on green marketing theories and its developing direction at the aspect of sustainable development of the enterprise itself is indicated in the thesis. In addition, the basic contents and the application situations of the green marketing theories in China are introduced in this thesis by taking example for the typical enterprise, China Railway First Group Co. Ltd.. At the same time, the enterprise's present marketing situations, international and domestic background confronted and the advantages and disadvantages for the enterprise to execute green marketing is analyzed in detail. It is concluded that the enterprise should adopt green marketing strategies, such as undertaking envir-friendly works and conducting green marketing at the aspects of green price and envir-friendly techniques to realize the goal of harmonizing the social, economic and ecological benefits of the railway construction projects and guarantee the sustainable development of the enterprise.
The combination of both empirical method and function coefficient method is employed to evaluate synthetically the sustainable properties of the railway construction projects in the thesis. Aiming at the present green marketing situation of the enterprise, China Railway First Group Co. Ltd., the corresponding advices for execution are presented, including upgrading the training of the employees, increasing the investment of the envir-friendly equipment, paying more attention to the implementation of the environmental protection measures of all projects and strengthening the green management of the enterprise.
Although the green marketing has made its initial progress in China, the Green market strategies presented in this thesis is important for China Railway First Group Co. Ltd. to expand its
market and solidify its competitive power. Moreover, the research result in this thesis is also can be used for reference by other enterprises in their construction and operation.
本文的写作以市场营销学、可持续发展理论、绿色营销理论为基础。论文以中铁一局集团公司为背景，主要运用绿色营销理论，为企业设计可行的绿色营销方案，从企业自身可持续发展的角度指出企业的发展方向。论文介绍了绿色营销理论的基本内容，主要针对中铁一局集团公司这个特定的企业，分析公司的绿色营销现状，面对的国内、国外环境，对公司进行绿色营销的优势和劣势分析，提出企业绿色营销策略。公司从绿色工程、绿色促销，绿色价格和绿色技术等方面开展绿色营销，使铁路建设项目达到社会效益、经济效益、生态效益相互协调的目的，保证企业可持续发展。
本论文采用实证研究法、绿色营销功能系数法，评价公司铁路建设项目的可持续性。针对中铁一局集团公司绿色营销的现状提出相应的实施建议，包括加强企业员工培训和绿色设备投入，重视各个工程的环境保护方案的实施，加强公司的绿色管理。
在我国，绿色营销已经有了初步的发展，本论文提出的绿色营销策略对中铁一局集团公司拓展新市场，提高竞争力具有一定的参考价值。本论文的研究成果也可以对其他同类企业实施绿色营销有借鉴意义。
As we all know, China is a large country with comparatively limited resources, which makes the reasonable utilization of the resources become a primary and crucial problem for the sustainable development of China's economy in the 21st century. Especially, the construction and operation of railway change the natural environment and has an influence on the ecologic environment because the railway-engineering field characterizes large amount of consumption of resources and energy. On the one hand, the activities of the railway construction enterprises produce a more development-friendly man-made environment for the human beings; On the other hand, they contaminate and damage the environment. Therefore, making use of the Green marketing strategies in the construction and operation of railway is important very much in practical activities.
Taking China Railway First Group Co. Ltd. as the background, comparatively limited resources, which makes the reasonable utilization of the resources become a primary and crucial problem for the sustainable development of China's economy in the 21st century. Especially, the. construction and operation of railway change the natural environment and has an influence on the ecologic environment because the railway-engineering field characterizes large amount of consumption of resources and energy. On the one hand, the activities of the railway construction enterprises produce a more development-friendly man-made environment for the human beings; On the other hand, they contaminate and damage the
environment. Therefore, making use of the Green marketing strategies in the construction and operation of railway is important very much in practical activities.
Taking China Railway First Group Co. Ltd. as the background, the research in thesis is based on the Marketing theory, Sustainable development theory and Green marketing theory. A feasible green marketing scheme for China Railway First Group Co. Ltd. is designed based on green marketing theories and its developing direction at the aspect of sustainable development of the enterprise itself is indicated in the thesis. In addition, the basic contents and the application situations of the green marketing theories in China are introduced in this thesis by taking example for the typical enterprise, China Railway First Group Co. Ltd.. At the same time, the enterprise's present marketing situations, international and domestic background confronted and the advantages and disadvantages for the enterprise to execute green marketing is analyzed in detail. It is concluded that the enterprise should adopt green marketing strategies, such as undertaking envir-friendly works and conducting green marketing at the aspects of green price and envir-friendly techniques to realize the goal of harmonizing the social, economic and ecological benefits of the railway construction projects and guarantee the sustainable development of the enterprise.
The combination of both empirical method and function coefficient method is employed to evaluate synthetically the sustainable properties of the railway construction projects in the thesis. Aiming at the present green marketing situation of the enterprise, China Railway First Group Co. Ltd., the corresponding advices for execution are presented, including upgrading the training of the employees, increasing the investment of the envir-friendly equipment, paying more attention to the implementation of the environmental protection measures of all projects and strengthening the green management of the enterprise.
Although the green marketing has made its initial progress in China, the Green market strategies presented in this thesis is important for China Railway First Group Co. Ltd. to expand its
market and solidify its competitive power. Moreover, the research result in this thesis is also can be used for reference by other enterprises in their construction and operation.
引文
[1]尹世杰·从绿色营销谈起·上海商业，2002.2
[2]王鹰、巫锡勇·铁路工程建设中的可持续发展问题研究·矿物岩石，1998.9
[3]李京荣、王家骥、娄安如、苏德毕力格、何萍，·浅析铁路建设对生态环境的影响·环境科学研究2002.5
[4]3V．卡斯特利．兰根、本森．P．夏皮罗、小罗兰．T．莫里亚蒂(美)、李新春主译·企业营销战略案例、概念与应用·东北财经大学出版社，2000．3，P83
[5]沈根荣·绿色营销管理·复旦大学出版社，1998．9，P115
[6]许跃芝·环境影响评价法有望出台·经济日报，2002年9月13日
[7]吴卫平·跨世纪铁路建设投资的贡献分析·铁道经济研究，2002．2
[8]陈艳玲、张巍巍·用现代营销理念创一流建设企业·市场营销，2002．1
[9]孙敬水·全新的企业管理理念——绿色管理·科学学与科学技术管理，2002．8
[10]张向菁、金麒、张向阳·企业持续竞争力与绿色营销·复旦学报(社会科学版)，2001．3
[11]黄志强·绿色营销是现代企业发展战略的必然选择·湖北农学院学报，2001．8
[12]谭敬慧·浅议21世纪建筑企业市场营销与服务·山西建筑，2001．4
[13]万后芬·绿色营销·高等教育出版社，2001．6，P25
[14]王方华、张向箐·绿色营销·山西经济出版社，1998．11，P101
[15]冀文海·生态环境也有价值·中国经济时报，2002年9月25日
[16]许绍李、张庚淼、邓胜梁·市场营销学·西安交通大学出版社，1995，P21
[17]科特勒(美)·营销管理：分析、计划、执行和控制·上海人民出版社，2000．8，P29
[18]李文陆、王英辉·绿色营销与可持续发展·经济论坛，2001．1
[19]孙洪庆·我国绿色营销的困境与对策·现代财经，2002.1
[20]司林胜·我国企业绿色营销理念及实践的特征分析·商业经济与管理，2002．6
[21]Friedman·Frank B·(1991)Practical Guide to Environmental Management (July) The Environmental Law Institute , Washington DC.
[22]黄晋昌、王祖春、薛彩丽·铁路施工企业应对入世浅探·铁道工
程学报，2002.2
[23]FTC ·(1992) Guidelines for the Use of Environmental Marketing Claims Federal Trade Commission (July) , Washington DC.
[24]黄晋昌、王祖春、薛彩丽·铁路施工企业应对入世浅探·铁道工程学报，2002.2
[25]黄晋昌、王祖春、薛彩丽·铁路施工企业应对入世浅探·铁道工程学报，2002.6
[26]杨春生·论工程承包一级企业的就位与发展·建筑经济，1998.2
[27]高杰·我国绿色营销的市场环境条件·中国营销传播网，2001年12月21日
[28]王美芝、许兆义、杨成永、孙增奎·青藏铁路工程对高原生态环境的影响·交通环保，2002.6
[29]蒋晓岚·绿色营销：外部环境优化和企业实施举要·江淮论坛，2001.5
[30]傅赛风·现代企业需要绿色营销·商业研究，2001.7
[30]傅赛风·现代企业需要绿色营销·商业研究，2001.7
[31]沈根荣·绿色营销管理·复旦大学出版社，1998.9，P65
[32]王向阳·绿色消费的心理分析及对绿色营销沟通的启示·商业研
[33]李坤岳·公共关系——打造建筑施工企业新形象·建筑.2002.6
[34]李邦稳·建筑施工企业形象塑造·安微建筑，2002.2
[35]夏瑛·公共关系的绿色使命·天津纺织工学院学报，1999.6究，1998.10
[36]周本存·探索绿色价格与绿色营销实践·价格理论与实践，2002.4
[37]许方萍、易法海·关于绿色价格问题的探讨·价格月刊，2002.1
[38]张庆亮·我国企业实施绿色营销的战略对策·财贸研究，1996.6
[39]刘昌勇、张琪·绿色壁垒极其突破对策·陕西经贸学院学报，2002.8
[40]周本存·探索绿色价格与绿色营销实践·价格理论与实践，2002.4
[41]罗艳丽·绿邑价格浅议·价格理论与实践，2000.6
[42]周本存·探索绿色价格与绿色营销实践·价格理论与实践，2002.4
[43]孙敬水·全新的企业管理理念——绿色管理·科学学与科学技术管理，2002.8
[44]吴易明·绿色技术创新是对传统产业改造的必山之路·江西社会科学，2001.10
[45]郑继方·绿色营销：变革、冲突与战略选择·武汉化工学院学报，2002.3
[46]游达明、董忠云·基于环境资源的绿色技术创新思考·科技进步与对策，2001.8
[47]张飞涟、周继祖·铁路建设项目可持续发展评价·铁道学报，2002.2
[48]孔文亚·建筑施工企业怎样应对“入世”挑战·建筑，2002.1
[49]黄松灿·强化职工培训建设一流队伍·施工企业管理，2002.10
[50]陈有忠·施工企业如何贯彻实施国际环境管理体系标准·建筑经济学，2002.10
[51]王如棣·通过IS014001环境管理体系认证提高施工企业的市场竞争力·化工建设工程，2001.7
[2]王鹰、巫锡勇·铁路工程建设中的可持续发展问题研究·矿物岩石，1998.9
[3]李京荣、王家骥、娄安如、苏德毕力格、何萍，·浅析铁路建设对生态环境的影响·环境科学研究2002.5
[4]3V．卡斯特利．兰根、本森．P．夏皮罗、小罗兰．T．莫里亚蒂(美)、李新春主译·企业营销战略案例、概念与应用·东北财经大学出版社，2000．3，P83
[5]沈根荣·绿色营销管理·复旦大学出版社，1998．9，P115
[6]许跃芝·环境影响评价法有望出台·经济日报，2002年9月13日
[7]吴卫平·跨世纪铁路建设投资的贡献分析·铁道经济研究，2002．2
[8]陈艳玲、张巍巍·用现代营销理念创一流建设企业·市场营销，2002．1
[9]孙敬水·全新的企业管理理念——绿色管理·科学学与科学技术管理，2002．8
[10]张向菁、金麒、张向阳·企业持续竞争力与绿色营销·复旦学报(社会科学版)，2001．3
[11]黄志强·绿色营销是现代企业发展战略的必然选择·湖北农学院学报，2001．8
[12]谭敬慧·浅议21世纪建筑企业市场营销与服务·山西建筑，2001．4
[13]万后芬·绿色营销·高等教育出版社，2001．6，P25
[14]王方华、张向箐·绿色营销·山西经济出版社，1998．11，P101
[15]冀文海·生态环境也有价值·中国经济时报，2002年9月25日
[16]许绍李、张庚淼、邓胜梁·市场营销学·西安交通大学出版社，1995，P21
[17]科特勒(美)·营销管理：分析、计划、执行和控制·上海人民出版社，2000．8，P29
[18]李文陆、王英辉·绿色营销与可持续发展·经济论坛，2001．1
[19]孙洪庆·我国绿色营销的困境与对策·现代财经，2002.1
[20]司林胜·我国企业绿色营销理念及实践的特征分析·商业经济与管理，2002．6
[21]Friedman·Frank B·(1991)Practical Guide to Environmental Management (July) The Environmental Law Institute , Washington DC.
[22]黄晋昌、王祖春、薛彩丽·铁路施工企业应对入世浅探·铁道工
程学报，2002.2
[23]FTC ·(1992) Guidelines for the Use of Environmental Marketing Claims Federal Trade Commission (July) , Washington DC.
[24]黄晋昌、王祖春、薛彩丽·铁路施工企业应对入世浅探·铁道工程学报，2002.2
[25]黄晋昌、王祖春、薛彩丽·铁路施工企业应对入世浅探·铁道工程学报，2002.6
[26]杨春生·论工程承包一级企业的就位与发展·建筑经济，1998.2
[27]高杰·我国绿色营销的市场环境条件·中国营销传播网，2001年12月21日
[28]王美芝、许兆义、杨成永、孙增奎·青藏铁路工程对高原生态环境的影响·交通环保，2002.6
[29]蒋晓岚·绿色营销：外部环境优化和企业实施举要·江淮论坛，2001.5
[30]傅赛风·现代企业需要绿色营销·商业研究，2001.7
[30]傅赛风·现代企业需要绿色营销·商业研究，2001.7
[31]沈根荣·绿色营销管理·复旦大学出版社，1998.9，P65
[32]王向阳·绿色消费的心理分析及对绿色营销沟通的启示·商业研
[33]李坤岳·公共关系——打造建筑施工企业新形象·建筑.2002.6
[34]李邦稳·建筑施工企业形象塑造·安微建筑，2002.2
[35]夏瑛·公共关系的绿色使命·天津纺织工学院学报，1999.6究，1998.10
[36]周本存·探索绿色价格与绿色营销实践·价格理论与实践，2002.4
[37]许方萍、易法海·关于绿色价格问题的探讨·价格月刊，2002.1
[38]张庆亮·我国企业实施绿色营销的战略对策·财贸研究，1996.6
[39]刘昌勇、张琪·绿色壁垒极其突破对策·陕西经贸学院学报，2002.8
[40]周本存·探索绿色价格与绿色营销实践·价格理论与实践，2002.4
[41]罗艳丽·绿邑价格浅议·价格理论与实践，2000.6
[42]周本存·探索绿色价格与绿色营销实践·价格理论与实践，2002.4
[43]孙敬水·全新的企业管理理念——绿色管理·科学学与科学技术管理，2002.8
[44]吴易明·绿色技术创新是对传统产业改造的必山之路·江西社会科学，2001.10
[45]郑继方·绿色营销：变革、冲突与战略选择·武汉化工学院学报，2002.3
[46]游达明、董忠云·基于环境资源的绿色技术创新思考·科技进步与对策，2001.8
[47]张飞涟、周继祖·铁路建设项目可持续发展评价·铁道学报，2002.2
[48]孔文亚·建筑施工企业怎样应对“入世”挑战·建筑，2002.1
[49]黄松灿·强化职工培训建设一流队伍·施工企业管理，2002.10
[50]陈有忠·施工企业如何贯彻实施国际环境管理体系标准·建筑经济学，2002.10
[51]王如棣·通过IS014001环境管理体系认证提高施工企业的市场竞争力·化工建设工程，2001.7
© 2004-2018 中国地质图书馆版权所有 京ICP备05064691号 京公网安备11010802017129号 地址：北京市海淀区学院路29号 邮编：100083 电话：办公室：(+86 10)66554848；文献借阅、咨询服务、科技查新：66554700 |