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企業的綠色營銷行為對消費者的品牌認同影響

時間:2019-06-16 10:58來源:英語論文
企業的綠色營銷行為對消費者的品牌認同影響,英語論文The Impact of Green Marketing on Brand Identity----Taking the Perfect as a Case

Abstract Health, together with sustainable development, becomes the most popular hotissue among people. Governments, enterprises and citizens all throw themselves intoactivities of “ initiating green, protecting green and realizing green ”, and try their bestto protect our environment and advocate social sustainable development.In recent years, green marketing has become the new hot spot in the field ofmarketing, and more and more scholars conduct in-depth research on green marketing.However, the author find that few scholars conduct systematic research on the impactof enterprise’s green marketing on consumer’s brand identity. The customer is themost important strategic resource, and winning consumers’ identity is strongly relatedto corporate profits. Therefore, this paper chooses it as a major research objectivewhether green marketing has a positive impact on consumers’ brand identity.In this paper, empirical research methodology is adopted. Based on the promotedassumptions and a large number of references, the author gives operational definitionand measurement of these two variables about green marketing and brand recognition,and then designs questionnaire. Before distribution of formal questionnaire, pilotsurvey would be conducted to ensure the reliability of the questionnaire. The collecteddata are analyzed by EXCEL. Finally, the author concludes the relationship betweenthem: green marketing has a positive impact on brand identity.36346
KeyWords: green demand green marketing brand identity
摘要21 世紀,健康和可持續發展成為最受人們關注的兩大熱點,政府、企業和公民都在積極投身于“倡導綠色、保護綠色、實現綠色”的活動,為保護我們的環境和促進社會的持續發展而不懈努力。綠色營銷成為近年來營銷領域的新熱點,越來越多的學者對綠色營銷進行了深入的研究。 但是,筆者發現在對綠色營銷的研究中,卻少有學者對企業的綠色營銷行為對消費者品牌認同的影響進行系統的研究,而顧客是企業最重要的策略性資源,贏得消費者的認同與企業獲利生存息息相關。因此本文選擇了將企業的綠色營銷行為對消費者的品牌認同能否產生積極影響為文章的主要研究方向。本文采用實證研究的方法,在提出假設的基礎上,本文依據大量的參考文獻,提出了綠色營銷行為與品牌認同這兩個變量的操作性定義與衡量,進而進行了問卷的設計,并對所設計的問卷進行了預調查,保證了問卷的可靠性。 對收集上來的數據通過EXCEL 進行分析,然后再得出這兩者的關系的結論:企業的綠色營銷對消費者的品牌認同有積極影響。
源`自*六:維.論^文'網www.aftnzs.live

畢業論文關鍵詞:綠色需求 綠色營銷 品牌認同
Contents
Abstract..ⅰ
摘要..ⅱ
Chapter One Introduction1
1.1 Background of the Study.1
1.2 Objective and Range of the Study..2
1.3 Purpose and Significance of the Study..2
1.4 Process of the Study.3
Chapter Two Literature Review4
2.1 Green Marketing.4
2.1.1 Basic Concept of Green Marketing4
2.1.2 Green Marketing of Enterprise5
2.1.3 Green Demand..6
2.2 Brand Identity..7
2.2.1 Definition of Brand Identity..7
2.2.2 Building Theory of Brand Identity.9
2.3 Studies at Home and Abroad..11
Chapter Three Methodology.13
3.1 Hypothesis.13
3.2 Questionnaire Design14
3.2.1 The Process of Questionnaire Design.14
3.2.2 Operational Definition and Measurement of Variables14.
3 Case Study17
3.3.1 Brief Introduction of the Perfect.17
3.3.2 Actions of Green Marketing of the Perfect..18
3.3.2.1 Green Production..18
3.3.2.2 Green Package.19
3.3.2.3 Green Office19
3.3.2.4 Green Activities..20
Chapter Four Data Analysis..22
4.1 Sample Analysis22
4.2 Descriptive Statistical Analysis24
Chapter Five: Conclusion31
5.1 Conclusion31 企業的綠色營銷行為對消費者的品牌認同影響:http://www.aftnzs.live/yingyu/20190616/34749.html
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