本文關(guān)鍵詞： 亞麻服裝品牌 綠色營(yíng)銷(xiāo) 實(shí)施策略　出處：《大連工業(yè)大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：中國(guó)共產(chǎn)黨第十八次代表大會(huì)提出了“要大力推進(jìn)生態(tài)文明建設(shè)，樹(shù)立尊重自然、順應(yīng)自然、保護(hù)自然的生態(tài)文明理念，把生態(tài)文明建設(shè)融入經(jīng)濟(jì)建設(shè)、政治建設(shè)、文化建設(shè)、社會(huì)建設(shè)各方面和全過(guò)程，加大自然生態(tài)系統(tǒng)和環(huán)境保護(hù)力度，努力建設(shè)美麗中國(guó)，實(shí)現(xiàn)中華民族永續(xù)發(fā)展�！边@釋放的信號(hào)就是中國(guó)經(jīng)濟(jì)增長(zhǎng)方式的轉(zhuǎn)變及新的價(jià)值觀的倡導(dǎo)。長(zhǎng)久以來(lái)，我們的經(jīng)濟(jì)發(fā)展在很大程度上以犧牲環(huán)境為代價(jià)，但這樣的經(jīng)濟(jì)增長(zhǎng)模式是短暫的，不具有可持續(xù)性。中國(guó)近代哲學(xué)也倡導(dǎo)人定勝天，強(qiáng)調(diào)人對(duì)自然的對(duì)抗與征服。但長(zhǎng)遠(yuǎn)來(lái)看，，我們?nèi)艘彩亲匀坏囊徊糠�，皮之不存毛將安附焉，如果我們以�?dāng)下利益為重，罔顧環(huán)境，最終我們將自食其果。 黨中央的這一號(hào)召與倡導(dǎo)應(yīng)該貫徹到社會(huì)各界及各個(gè)領(lǐng)域，作為服裝行業(yè)也應(yīng)該不甘落后，努力實(shí)現(xiàn)服裝行業(yè)與自然生態(tài)的和諧永續(xù)發(fā)展。通過(guò)閱讀期刊、出版物,訪談、問(wèn)卷調(diào)查、實(shí)地調(diào)查的形式對(duì)我國(guó)亞麻服裝市場(chǎng)及實(shí)施綠色營(yíng)銷(xiāo)戰(zhàn)略的企業(yè)進(jìn)行了研究，并且對(duì)十個(gè)省市的某女裝品牌代理加盟商、品牌經(jīng)理以及消費(fèi)者進(jìn)行了問(wèn)卷調(diào)查，收集到相關(guān)數(shù)據(jù)。將數(shù)據(jù)加以分析研究，總結(jié)出加盟商、代理商以及消費(fèi)者對(duì)服裝行業(yè)實(shí)行綠色行銷(xiāo)的建議及意見(jiàn)，結(jié)合這些建議及意見(jiàn)筆者將綠色營(yíng)銷(xiāo)與亞麻服裝品牌的創(chuàng)立加以結(jié)合研究，設(shè)計(jì)出適合亞麻服裝品牌應(yīng)用的綠色營(yíng)銷(xiāo)實(shí)施策略。并且，針對(duì)虛擬亞麻服裝品牌“Natural Lady”研究出樹(shù)立品牌的綠色形象的途徑及方法；實(shí)現(xiàn)亞麻服裝產(chǎn)品的綠色營(yíng)銷(xiāo)需要的產(chǎn)品以及能夠穩(wěn)定消費(fèi)群體的品牌策略；通過(guò)本文的設(shè)計(jì)能夠滿足顧客、社會(huì)生態(tài)和市場(chǎng)主體三方面對(duì)生態(tài)環(huán)保主題的需求。 本文將綠色營(yíng)銷(xiāo)與亞麻服裝品牌的創(chuàng)建結(jié)合起來(lái)進(jìn)行的研究完善了在這一領(lǐng)域研究的不足，對(duì)于亞麻服裝品牌的投資者及創(chuàng)建者來(lái)說(shuō)具有一定的參考價(jià)值和現(xiàn)實(shí)意義。文章的研究有利于增強(qiáng)消費(fèi)者的服裝綠色消費(fèi)意識(shí)；有利于亞麻服裝品牌對(duì)綠色營(yíng)銷(xiāo)的認(rèn)識(shí)與具體操作；有利于服裝行業(yè)投資者對(duì)綠色生態(tài)可持續(xù)發(fā)展道路的認(rèn)識(shí)。
[Abstract]:The 18th Congress of the Communist Party of China put forward that "it is necessary to vigorously promote the construction of ecological civilization, establish the concept of ecological civilization that respects nature, conforms to nature and protects nature, and integrate the construction of ecological civilization into economic, political and cultural construction." In all aspects and in the whole process of social construction, we should step up efforts to protect the natural ecosystem and the environment, and strive to build a beautiful China. To realize the sustainable development of the Chinese nation. "this signal is the transformation of China's economic growth mode and the advocacy of new values. For a long time, our economic development has to a large extent been at the expense of the environment. But such a pattern of economic growth is short-lived and unsustainable. Modern Chinese philosophy also advocates the triumph of man over nature, emphasizing the confrontation and subjugation of nature. But in the long run, we are part of nature, too. If we focus on our immediate interests and ignore the environment, we will eventually suffer the consequences. This call and advocacy of the Party Central Committee should be carried out to all walks of life and all fields of society, and as the clothing industry should not be left behind, efforts should be made to achieve a harmonious and sustainable development between the clothing industry and natural ecology. Through reading periodicals, publications, interviews, The form of questionnaire survey and field investigation has carried on the research to our country flax clothing market and the enterprise which implements the green marketing strategy, and has carried on the questionnaire survey to the woman clothing brand agent franchisee, the brand manager and the consumer in ten provinces and cities. Collect relevant data, analyze and study the data, summarize the suggestions and opinions of franchisees, agents and consumers to implement green marketing in the clothing industry, Combining these suggestions and opinions, the author combines green marketing with the establishment of flax clothing brand, and designs the green marketing implementation strategy suitable for flax clothing brand application. Aiming at the virtual flax clothing brand "Natural Lady", this paper studies the ways and methods of setting up the green image of the brand, the products needed to realize the green marketing of the flax clothing products and the brand strategy which can stabilize the consumer group. The design of this paper can meet the needs of customers, social ecology and market subjects. This paper combines the green marketing with the establishment of flax clothing brand and improves the research in this field. It has certain reference value and realistic significance for the investors and creators of flax clothing brand. It is beneficial to the cognition and concrete operation of green marketing for flax clothing brand and to the cognition of green ecological sustainable development for investors in garment industry.
【學(xué)位授予單位】：大連工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F416.86

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