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浅论食品企业绿色营销

——以蒙牛乳业为例

摘 要

随着我们经济建设和社会主义事业的发展，人们越来越重视食品的安全和卫生，因此，食品质量安全状况是一个国家经济发展水平和人民生活质量的重要标志。但是我国现阶段食品行业还是存在着一定的隐患，为了让消费者更安心的选择自己企业的产品必须对其进行绿色营销。本文的写作分为四个部分，首先对蒙牛的市场营销的现状进行了分析；第二部分从宏观和微观两个角度对蒙牛市场绿色营销的环境进行了分析；第三部分对蒙牛企业进行了饿SWOT分析；第四部分对蒙牛企业营销发展提出了相应的对策。

关键词：蒙牛；绿色营销；SWOT

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Abstract

With the development of our economy and socialist construction cause, there is growing emphasis on food safety and hygiene, therefore, food quality and safety is an important symbol of a country's level of economic development and people's quality of life. However, at the present stage of China's food industry, there is still a certain amount of risk, in order to allow consumers to feel more at ease to choose their own company's products must be green marketing. Writing paper is divided into four parts, the first on the status of marketing Meninges were analyzed; the second part from the perspective of macro and micro environment of green marketing Meninges market analyzes; third part of Meninges companies were hungry SWOT analysis; fourth part of the development of corporate marketing Meninges put forward corresponding countermeasures.

Keywords: Meng Niu； Green Marketing； SWOT

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目 录

1 蒙牛的营销现状分析 .................................................. V

1.1蒙牛公司的发展概况 ............................................. V 1.1.1蒙牛公司简介 ............................................. VI

1.1.2蒙牛公司的发展 ........................................... VI 1.2蒙牛营销现状及其存在的问题 .................................... VI

1.2.1蒙牛营销现状 ............................................. VI 1.2.2蒙牛营销存在的问题 ...................................... VII

2蒙牛绿色营销环境分析 ................................................ IX

2.1宏观环境 ...................................................... IX

2.1.1国家政策支持 ............................................. IX 2.1.2乳业行业处于快速发展时期 ................................. IX 2.2行业内部的环境 ................................................ IX

2.2.1脆弱的价值链给乳品的健康发展带来阴影 ..................... IX 2.2.2原辅材料价格大幅上涨 ...................................... X

3.蒙牛绿色营销的SWOT分析 ............................................ XI

3.1优势 .......................................................... XI

3.1.1强大的技术力量支撑 ....................................... XI 3.1.2充足的奶源供应 ........................................... XI 3.1.3完整的产业链结构 ......................................... XI 3.2劣势 .......................................................... XI

3.2.1高端人才大量缺失 ......................................... XI 3.2.2竞争过于激烈 ............................................ XII 3.2.3产品保质期相对较短 ...................................... XII 3.3机会 ......................................................... XII

3.3.1市场潜力巨大 ............................................ XII 3.3.2国家政策的大力支持 ...................................... XII

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