1、 *纸业绿色营销策略研究 摘 要 在全球环境日益恶化的今天，环境保护问题已引起人们前所未有的关注，可持续发 展也越来越成为人们的共识。那么，作为社会经济活动的基本单位、资源有效利用的实 施者、工业污染的源头、环境保护的主导者的企业，将如何履行自己的职责，如何迎接 这一严峻的“绿色”挑战，成为当今社会共同关注的问题。 河南*纸业是国内造纸行业的大企业。随着国家造纸产业发展政策的出台和国 家对造纸企业环保、污染的新规定，使一些中小型造纸厂被迫关闭。在国内产能减少的 同时，国内纸张市场的需求加大。在国家对造纸大企业各项优惠政策的支持下，*纸业 如何抓住机遇，通过产能扩大、调整产品结构、开发新产品、扩
2、大市场占有率，在激烈 的市场竞争中不断提高核心竞争力，继续处于国内造纸行业的领导地位是我们本文研究 的主题。 本文针对企业绿色营销这一热点问题，通过分析*纸业的内部和外部环境，在认清 国内外造纸行业形势的基础上，全面、细致的分析了公司具备的优势和劣势，及所面临 的机遇和威胁，对*纸业的绿色营销理论和策略进行了较为全面、系统的研究，其理论 意义和实际应用对我国企业在当今绿色浪潮下寻求可持续发展提供了有益的参考和借 鉴。本文以现代可持续发展理论为依据，在国内外有关企业绿色化研究的基础上，结合 *纸业营销管理的一般过程，对*纸业的绿色营销体系进行了系统研究，提出了我国开 展绿色营销的基本策略框架，构
3、建出绿色营销的策略体系。 关键词： *纸业 环境 绿色营销 社会责任 The green marketing strategy of Yinge paper Abstract With the global environment worsening today, the environmental protection problem has aroused the attention hitherto unknown, sustainable development has become the consensus of the people. Then, as the leading i
4、mplementation of basic units, social and economic activities in the efficient use of resources, the source of industrial pollution, the environmental protection enterprise, how to fulfill their responsibilities, how to face the severe challenge, “green“ has become a common concern of social problems
5、. Henan Yinge paper is the domestic paper industry large enterprises. With the national “paper industry development policy“ introduced and the state of paper-making enterprises in environmental protection, pollution of the new regulations, make some small paper mills shut down. The capacity to reduc
6、e at the same time, the domestic paper market demand increase. In the national support for papermaking enterprises preferential policy, Yinge paper how to seize the opportunity, through the expansion of production capacity, the adjustment of product structure, develop new products, expanding market share, and continuously improve the core competitiveness in the fierce competition in the market, continue to be at the leading position in China paper industry is the subj
