“一品郴州”绿色营销及其整合传播策略研究
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摘要
随着全球环境保护意识的增强，世界各国经济都在实施可持续发展战略，强调经济发展应与环境保护相协调，作为环境保护运动的一个重要部分——绿色营销也正成为当今社会和企业认真研究的热门课题，并且必将成为21世纪市场营销的主流。因此，开发绿色产品，采用绿色营销的模式将成为世界各国进行产品生产与销售的发展趋势。
目前，国内外对“绿色营销”的研究主要集中在以下几个方面：一是绿色营销的核心思想，主要包括三个方面：可持续发展、环境保护和绿色消费需求，同时进入21世纪以后，绿色营销的核心思想扩展到生态层面；二是绿色营销的发展障碍，主要有消费者障碍、企业障碍、政府障碍以及资源和人口障碍等，另外针对这些障碍，学者们提出了大量的应对措施，主要对策是要提高消费者的绿色消费意识以及企业和政府对生产和销售绿色产品的重视；三是绿色营销的特点与发展趋势等。
郴州卷烟厂的“一品郴州”是将现代烟草技术与传统中医学理念进行有机结合的卷烟产品，不含任何化学添加剂，在环境保护与人们身体健康方面有显著贡献，符合绿色产品标准。本文根据“一品郴州”的绿色特点，通过分析郴州卷烟厂与长沙卷烟厂及常德卷烟厂相比，在产品与销售渠道上处于劣势的竞争环境，以及我国对烟草宣传的限制和烟草销售的专卖特点，制定了“一品郴州”的绿色营销战略和策略，包括“一品郴州”的目标市场选择、产品定位战略，广告宣传策略，公共关系策略和促销策略等。
With the enhancement of global environmental protection consciousness, the economy of every country in the world is implementing the sustainable development strategy, and emphasizing that economic development should be coordinated with environmental protection, as an important part of environmental protection 桮reen marketing is becoming the hot subject nowadays that the society and enterprise are being studied conscientiously too, And will become the mainstream of the marketing in 21st century. So, develop the green products, adopt the model of green marketing will become the development trend that every country in the world produces products and sell.
At present, the domestic and international study on" green marketing" is main and centralized in following several: First, the key thought of green marketing, include three respects mainly: Sustainable development, environmental protection and green consumption demand, after enter 21st century at the same time, The key thought of green marketing is expanded to the ecological aspect; Second, the development obstacle of green marketing, there are consumer's obstacle, enterprise obstacle, government obstacle and resources and population obstacle, etc. mainly, To these obstacles in addition, scholars have put forward the great counter-measure the most, The main countermeasure is green consumption consciousness and enterprise and government of improving the consumer to the production and attention of selling the green products; Third, characteristic and development trend of green marketing, etc..
"First Chenzhou" of the cigar mill of Chenzhou carries on modern tobacco technology and traditional Chinese medicine theory the organic cigarette products that combined, Do not include any chemical additive , have remarkable contribution to in good health respects of people in
environmental protection, Accord with the green products standard. The green characteristic of "First Chenzhou" of foundation of this text, through analysing that the cigar mill of Chenzhou faces comparing with cigar mill of Changde with the cigar mill of Changsha, In environment of competing of inferior strength on the products and marketing channel, and the characteristic of having a monopoly in that the restriction on the thing that the tobacco is propagated and tobacco of our country are sold. Having made the green marketing tactics of "First Chenzhou", including the tactics of market segments of "First Chenzhou", goal market choose tactics, Products depth analyse tactics, advertising tactics, public relations promote tactics.
目前，国内外对“绿色营销”的研究主要集中在以下几个方面：一是绿色营销的核心思想，主要包括三个方面：可持续发展、环境保护和绿色消费需求，同时进入21世纪以后，绿色营销的核心思想扩展到生态层面；二是绿色营销的发展障碍，主要有消费者障碍、企业障碍、政府障碍以及资源和人口障碍等，另外针对这些障碍，学者们提出了大量的应对措施，主要对策是要提高消费者的绿色消费意识以及企业和政府对生产和销售绿色产品的重视；三是绿色营销的特点与发展趋势等。
郴州卷烟厂的“一品郴州”是将现代烟草技术与传统中医学理念进行有机结合的卷烟产品，不含任何化学添加剂，在环境保护与人们身体健康方面有显著贡献，符合绿色产品标准。本文根据“一品郴州”的绿色特点，通过分析郴州卷烟厂与长沙卷烟厂及常德卷烟厂相比，在产品与销售渠道上处于劣势的竞争环境，以及我国对烟草宣传的限制和烟草销售的专卖特点，制定了“一品郴州”的绿色营销战略和策略，包括“一品郴州”的目标市场选择、产品定位战略，广告宣传策略，公共关系策略和促销策略等。
With the enhancement of global environmental protection consciousness, the economy of every country in the world is implementing the sustainable development strategy, and emphasizing that economic development should be coordinated with environmental protection, as an important part of environmental protection 桮reen marketing is becoming the hot subject nowadays that the society and enterprise are being studied conscientiously too, And will become the mainstream of the marketing in 21st century. So, develop the green products, adopt the model of green marketing will become the development trend that every country in the world produces products and sell.
At present, the domestic and international study on" green marketing" is main and centralized in following several: First, the key thought of green marketing, include three respects mainly: Sustainable development, environmental protection and green consumption demand, after enter 21st century at the same time, The key thought of green marketing is expanded to the ecological aspect; Second, the development obstacle of green marketing, there are consumer's obstacle, enterprise obstacle, government obstacle and resources and population obstacle, etc. mainly, To these obstacles in addition, scholars have put forward the great counter-measure the most, The main countermeasure is green consumption consciousness and enterprise and government of improving the consumer to the production and attention of selling the green products; Third, characteristic and development trend of green marketing, etc..
"First Chenzhou" of the cigar mill of Chenzhou carries on modern tobacco technology and traditional Chinese medicine theory the organic cigarette products that combined, Do not include any chemical additive , have remarkable contribution to in good health respects of people in
environmental protection, Accord with the green products standard. The green characteristic of "First Chenzhou" of foundation of this text, through analysing that the cigar mill of Chenzhou faces comparing with cigar mill of Changde with the cigar mill of Changsha, In environment of competing of inferior strength on the products and marketing channel, and the characteristic of having a monopoly in that the restriction on the thing that the tobacco is propagated and tobacco of our country are sold. Having made the green marketing tactics of "First Chenzhou", including the tactics of market segments of "First Chenzhou", goal market choose tactics, Products depth analyse tactics, advertising tactics, public relations promote tactics.
引文
[1]熊毅．“绿色营销”理论溯源、实践分析及策略探讨[J]．商业研究，1999(6)21-23
[2]王芳华等著．绿色营销[M]．山西经济出版社，1998
[3]杭岳兴．绿色营销观念与策略[J]．市场营销，1997(5)：36-37
[4]甄翌．我国企业实施绿色营销的现实意义及策略思考[J]．内蒙古财经学院学报，2000(3)：88-90
[5]马俊平．实施绿色营销现状及对策初探[J]．经济师，2000(2)：134-135
[6]郑吉昌．全球绿色营销趋势和我国企业的策略[J]．宁波高等专科学校学报，2002(9)：27-30
[7]Green marketing. Electrical World, Nov/Dec99
[8]Ottman, Jacquelyn; Miller, DeMond Shondell. Green Marketing (Book). Electronic Green Journal, Apr99
[9]Kilbourne, William E.. Green Marketing: A Theoretical Perspective. Journal of Marketing Management, Ju198
[10]Walker, Rhett H.; Hanson, Dallas J..Green Marketing and Green Places: A Taxonomy for the Destination Marketer. Journal of Marketing Management, Ju198
[11]司林胜．我国企业绿色营销理念及实践的特征分析[J]．商业经济与管理，2002(6)：5-10
[12]涂湘波，李克琴．湖南的消费现状与绿色营销[J]．湖南大学学报，2002(3)： 174-176
[13]李华．论绿色营销的特点及发展趋势[J]．云南财贸学院学报，2000(10)： 128-130
[14]陈蓓，许燕．中国发展绿色营销面临的困境及对策[J]．生态经济，2000(6)：45-48
[15]吴言忠．浅析开展绿色营销的障碍[J]．经济师，2003(7)：65-67
[16]蒋涡，我国推行绿色营销战略的必要性及措施[J]，石家庄经济学院学报，2000(6)：567-572
[17]汪世贵．中国卷烟市场的价格档次分布[J]．中国烟草 经济版，2004(3)：72-74
[18]王家林．准确切入卷烟市场[J]．销售与市场， 2003(3)
[19]吕忠信，李万兴等．世界烟草企业[M]．中国科学技术大学出版社，2003(1)
[20]郑振超．中国卷烟品牌5大病症[J]．江西食品工业产业聚焦， 2001，41
[21]毛正中，杨功焕，马继民．Jon Samet Marion Ceraso，中国成人的卷烟需求及影响因素研究[J]．卫生软科学 社会医学，2003(2)
[22]于明芳，雷樟泉．卷烟产品的用户满意度指数的构建与应用[J]．烟草科技工作研究，2001(3)
[23]何志敏．国内卷烟品牌传播的IMC对策[J]．市场与发展 传媒营销，，2002(8)
[24]王龙明，舒俊生等．卷烟企业的经营环境与品牌战略[J]．安徽科技，2002(10)
[25]刘建福，刘钟祥等．我国卷烟产品发展方向的研究(上＼下)[J]．中国烟草报，2002，8(2)
[26]沈根荣等．绿色营销管理[M]．复旦大学出版社，1998
[27]程永照．全球卷烟供给与需求格局分析[J]．烟草科学研究，2002
[28]吕忠信．世界烟草2002年发展报告[J]．经济研究报告，2003
[29]段宁东．WTO有关协议对烟草产业发展的影响及对策建议[J]．烟草科学研究，2002．2
[30]田隽．中国主流消费市场研究报告[M]．企业管理出版社，2003
[31]Aaaker Kumar, Marketing Research.New York:John Wiley and son, Inc, 1998
[32]Warren J, keegan. Global Marketing Management. New York: Prentice Hall Press, 2001
[33]Philip Kotlor. Marketing Management-An Asia Perspective.Singapore: Prentice Hall Press, 1996
[34]Market Tracking International Ltd.World Tobacco.DMG World Media Ltd, 2002
[35]程永照等．中国烟草与《烟草控制框架公约》[J]．烟草科学研究，2002
[36](美)迈克尔 波特著，陈小悦译．竞争战略[M]．华夏出版社，2001
[37]吴浩等．中国烟草行业结构浅析及发展对策[J]．湖南大学学报，2001
[38](美)迈克尔 波特．竞争优势[M]．华夏出版社，1997
[39]王秀村等．市场营销管理[M]．北京理供大学出版社，2002
[40](美)非利浦 科特勒等著，梅清豪译．市场营销管理[M]．中国人民大学出版社，2001
[41]苏忠壁．世界烟草情况综述及中国烟草应予重视的问题[J]．烟草科学研究，2002
[42]麻世强．实施名牌战略是中国烟草业生存与发展的必然选择[J]．经济研究参考，2001
[43]邢丕震．中国烟草品牌运营[M]．中国经济出版社，2003
[44]朱尚德．中国烟草发展报告[M]．工商出版社，1999
[45]王吉斌．培育卷烟品牌优势要把握市场营销的机会[J]．湖南烟草，2002
[46]李树球．WTO条件下的卷烟营销网络[J]．湖南烟草，2002
[47]Taco Tuinstra. Stable Market.Tobacco, 2000(2):28-33
[48]Reg Butler.Going Global.Tobacco International, 1998(1):44-54
[49]Euromonitor International.The Market Profile for Cigarette in USA, Market Research Ltd.2001
[50]Polonsky, Michael Jay. Reevaluating Green Marketing: A Strategic Approach. Business Horizons, Sep/Oct2001
[51]Landicho, Sarah.Green Marketing. American Nurseryman, 2001
[52]Mathur, Lynette Knowles; Mathur, Ike.An Analysis of the Wealth Effects of Green Marketing Strategies. Journal of Business Research, Nov2000;
[53]Kilbourne, William E.. The Myth of Green Marketing (Book Review). Journal of Macromarketing, Jun2000
[2]王芳华等著．绿色营销[M]．山西经济出版社，1998
[3]杭岳兴．绿色营销观念与策略[J]．市场营销，1997(5)：36-37
[4]甄翌．我国企业实施绿色营销的现实意义及策略思考[J]．内蒙古财经学院学报，2000(3)：88-90
[5]马俊平．实施绿色营销现状及对策初探[J]．经济师，2000(2)：134-135
[6]郑吉昌．全球绿色营销趋势和我国企业的策略[J]．宁波高等专科学校学报，2002(9)：27-30
[7]Green marketing. Electrical World, Nov/Dec99
[8]Ottman, Jacquelyn; Miller, DeMond Shondell. Green Marketing (Book). Electronic Green Journal, Apr99
[9]Kilbourne, William E.. Green Marketing: A Theoretical Perspective. Journal of Marketing Management, Ju198
[10]Walker, Rhett H.; Hanson, Dallas J..Green Marketing and Green Places: A Taxonomy for the Destination Marketer. Journal of Marketing Management, Ju198
[11]司林胜．我国企业绿色营销理念及实践的特征分析[J]．商业经济与管理，2002(6)：5-10
[12]涂湘波，李克琴．湖南的消费现状与绿色营销[J]．湖南大学学报，2002(3)： 174-176
[13]李华．论绿色营销的特点及发展趋势[J]．云南财贸学院学报，2000(10)： 128-130
[14]陈蓓，许燕．中国发展绿色营销面临的困境及对策[J]．生态经济，2000(6)：45-48
[15]吴言忠．浅析开展绿色营销的障碍[J]．经济师，2003(7)：65-67
[16]蒋涡，我国推行绿色营销战略的必要性及措施[J]，石家庄经济学院学报，2000(6)：567-572
[17]汪世贵．中国卷烟市场的价格档次分布[J]．中国烟草 经济版，2004(3)：72-74
[18]王家林．准确切入卷烟市场[J]．销售与市场， 2003(3)
[19]吕忠信，李万兴等．世界烟草企业[M]．中国科学技术大学出版社，2003(1)
[20]郑振超．中国卷烟品牌5大病症[J]．江西食品工业产业聚焦， 2001，41
[21]毛正中，杨功焕，马继民．Jon Samet Marion Ceraso，中国成人的卷烟需求及影响因素研究[J]．卫生软科学 社会医学，2003(2)
[22]于明芳，雷樟泉．卷烟产品的用户满意度指数的构建与应用[J]．烟草科技工作研究，2001(3)
[23]何志敏．国内卷烟品牌传播的IMC对策[J]．市场与发展 传媒营销，，2002(8)
[24]王龙明，舒俊生等．卷烟企业的经营环境与品牌战略[J]．安徽科技，2002(10)
[25]刘建福，刘钟祥等．我国卷烟产品发展方向的研究(上＼下)[J]．中国烟草报，2002，8(2)
[26]沈根荣等．绿色营销管理[M]．复旦大学出版社，1998
[27]程永照．全球卷烟供给与需求格局分析[J]．烟草科学研究，2002
[28]吕忠信．世界烟草2002年发展报告[J]．经济研究报告，2003
[29]段宁东．WTO有关协议对烟草产业发展的影响及对策建议[J]．烟草科学研究，2002．2
[30]田隽．中国主流消费市场研究报告[M]．企业管理出版社，2003
[31]Aaaker Kumar, Marketing Research.New York:John Wiley and son, Inc, 1998
[32]Warren J, keegan. Global Marketing Management. New York: Prentice Hall Press, 2001
[33]Philip Kotlor. Marketing Management-An Asia Perspective.Singapore: Prentice Hall Press, 1996
[34]Market Tracking International Ltd.World Tobacco.DMG World Media Ltd, 2002
[35]程永照等．中国烟草与《烟草控制框架公约》[J]．烟草科学研究，2002
[36](美)迈克尔 波特著，陈小悦译．竞争战略[M]．华夏出版社，2001
[37]吴浩等．中国烟草行业结构浅析及发展对策[J]．湖南大学学报，2001
[38](美)迈克尔 波特．竞争优势[M]．华夏出版社，1997
[39]王秀村等．市场营销管理[M]．北京理供大学出版社，2002
[40](美)非利浦 科特勒等著，梅清豪译．市场营销管理[M]．中国人民大学出版社，2001
[41]苏忠壁．世界烟草情况综述及中国烟草应予重视的问题[J]．烟草科学研究，2002
[42]麻世强．实施名牌战略是中国烟草业生存与发展的必然选择[J]．经济研究参考，2001
[43]邢丕震．中国烟草品牌运营[M]．中国经济出版社，2003
[44]朱尚德．中国烟草发展报告[M]．工商出版社，1999
[45]王吉斌．培育卷烟品牌优势要把握市场营销的机会[J]．湖南烟草，2002
[46]李树球．WTO条件下的卷烟营销网络[J]．湖南烟草，2002
[47]Taco Tuinstra. Stable Market.Tobacco, 2000(2):28-33
[48]Reg Butler.Going Global.Tobacco International, 1998(1):44-54
[49]Euromonitor International.The Market Profile for Cigarette in USA, Market Research Ltd.2001
[50]Polonsky, Michael Jay. Reevaluating Green Marketing: A Strategic Approach. Business Horizons, Sep/Oct2001
[51]Landicho, Sarah.Green Marketing. American Nurseryman, 2001
[52]Mathur, Lynette Knowles; Mathur, Ike.An Analysis of the Wealth Effects of Green Marketing Strategies. Journal of Business Research, Nov2000;
[53]Kilbourne, William E.. The Myth of Green Marketing (Book Review). Journal of Macromarketing, Jun2000