丰田汽车公司绿色营销的现状及发展对策研究

^论文编号:GS225  ^论文字数:12114,页数:21

摘    要
 绿色消费的迅猛发展，引发出一场市场营销领域的新变革，导致了“绿色营销”的出现。企业绿色营销是企业以环保观念作为其经营指导思想，以绿色消费为出发点，以绿色文化作为企业文化核心，在满足消费者绿色消费需求的前提下，为实现企业目标而进行的营销活动。绿色营销是传统市场营销的进一步扩展和深层次延伸，也比传统市场营销意义更深远，更具时代性。
 在汽车行业所进行的绿色营销中，原材料生产，能源利用问题的解决就变得格外重要。全世界发展绿色营销的汽车公司中，日本丰田汽车公司在这方面做了很多有效的工作。本文重点分析了丰田汽车公司绿色营销的现状，所面对的问题，对其未来开展绿色营销提出了一些建议。
 本文通过对丰田汽车公司绿色营销的分析，有助于中国的汽车生产企业从中汲取经验和教训，给中国的汽车公司发展绿色营销提供参考，进而明确其未来的发展方向。
 
关键词：绿色营销；环保；丰田；汽车能源

Research on Green Marketing Status and Development Strategies for
Toyota Motor Corporation
Abstract
 The rapid development of green consumption leads to a new revolution in the field of marketing, which brings out the "green marketing"     Green Marketing is a business enterprise concept of environmental protection as its guiding ideology operators to green consumption as the starting point, to a green culture as the core enterprise culture, to meet consumer demand for green consumption under the prerequisite for the realization of the objectives of corporate marketing activities. It is traditional marketing and the further expansion of deep-seated extension, than traditional marketing more far-reaching significance, the more the spirit of the times.     In the automotive industry conducted by the Green Marketing, raw material production, energy use of the settlement of the issue has become particularly important. The development of green marketing in the world of car companies, Toyota Motor Corporation of Japan in this regard made a lot of work. The thesis analyzed the Toyota Motor Corporation for the status of green marketing, the problems faced, and its green marketing make some suggestions in the future.     Through the Toyota Motor Corporation in the case of green marketing analysis, China's auto enterprises are able to take some experiences and lessons from the development of China's automotive industry for reference, then clearly the future direction of development.

Key Words：Green Marketing; Environmental protection; Toyota; Automotive energy

目    录
摘    要 I
Abstract II
1绿色营销概况 1
1.1绿色营销的内涵 1
1.2绿色营销的主要特点 1
1.3绿色营销的意义 2
2国外企业发展绿色营销的概况 3
2.1企业发展绿色产品 3
2.1.1 福特:活着的屋顶 3
2.1.2 GE:绿色就是战略 3
2.2树立绿色形象 3
2.3 深入营销过程 4
2.4 引导绿色消费 4
3 日本丰田汽车公司绿色营销的现状 5
3.1普锐斯：起步就快一步 5
3.2凌志车系：提高能源利用率 5
3.3巡展：环保与宣传两不误 6
3.4赞助“温室项目” 6
4 丰田汽车公司发展绿色营销的方式分析和未来对策 7
4.1丰田汽车公司发展绿色营销的方式 7
4.1.1低能耗的改进 7
4.1.2发动机排量、安全和舒适性 10
4.1.3轮胎和其他汽车部件环保计划 10
4.2绿色营销未来发展对策 11
4.2.1搜集绿色信息。 11
4.2.2拟订绿色计划。 11
4.2.3进行绿色定位。 12
4.2.4开发绿色产品。 12
4.2.5制定绿色价格。 12
4.2.6开展绿色促销。 12
4.2.7塑造绿色形象。 12
结    论 14
参 考 文 献 15
致    谢 16

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