家具行业与我们每个人的生活息息相关，家具款式、品质的不断升级，人们 对家具的要求不断提高，体现了人们生活水平的不断提高。同时，家具消费者对 于绿色、环保方面的意识也有所提高。本文的研究对象-T家具公司成立于2000 年，是业内知名的集原创设计、制造及销售于一体的高档实木家具生产企业。 当前的家具行业正在面临洗牌，没有品牌支撑的小型家具工厂已经难以为 继，而大品牌的家具公司如何能立于不败之地、获得长远发展是值得深思的。作 为想要可持续发展的公司，应该将绿色营销作为企业使命，同时T家具公司应该 抓住绿色、健康、环保的优势，制定符合自身的营销策略，突出品牌效应，进而 不断拓宽市常 本文依据宏观经济环境以及家具行业的微观环境、行业趋势，企业发展的实 际情况，结合绿色营销的理念，结合当前家具行业的营销模式，运用SWOT分 析，PEST分析，理论结合实践的方法，讨论T公司应如何进行营销模式转型升 级，才能在市场占有更高更稳定的市场份额，使得T家具公司在家具行业平稳发 展。 关键词：绿色营销，家具行业，营销模式，可持续发展 浙江工业大学硕士学位论文 II STUDYONGREENMARKETINGSTRATEGYOF FURNITUREENTERPRISES-TAKINGT COMPANYASANEXAMPLE ABSTRACT Thefurnitureindustryiscloselyrelatedtoeveryone'slife.Withthecontinuous upgradingoffurniturestyleandquality,people'srequirementsonfurnitureare constantlyimproved,whichreflectsthecontinuousimprovementofpeople'sliving standards.Inthemeantime,furnitureconsumeralsoraisessomewhattothe consciousnessofgreen,environmentalprotectionrespect.Tfurnitureco.,LTD.,the researchobjectofthispaper,wasfoundedin2000,andisawell-knownhigh-end solidwoodfurnituremanufacturerintegratingoriginaldesign,manufacturingand sales. Currentfurnitureindustryisfacingshuffle,thesmallfurniturefactorythatdoes nothavebrandsupporthasbeendifficulttocontinue,andthefurniturecompanyof bigbrandhowcanbeinaninvincibleposition,long-termdevelopmentisworth thinkingabout.Asacompanythatwantssustainabledevelopment,itshouldtakegreen marketingasitsmission.Meanwhile,Tfurniturecompanyshouldseizethe advantagesofgreen,healthyandenvironmentalprotection,formulatemarketing strategiesinlinewithitsown,highlightbrandeffectandcontinuouslyexpandthe market. Inthispaper,basedonthemacroeconomicenvironmentandmicroenvironment inthefurnitureindustry,industrytrends,thedevelopmentoftheenterpriseactual situation,combinedwiththeconceptofgreenmarketing,combiningwiththecurrent furnitureindustrymarketingmode,usingtheSWOTanalysis,PESTanalysis,the methodoftheorycombiningwithpractice,discusstheTcompanyshouldbehowto carryouttransformationandupgradingofmarketingmode,andtohavehigherand morestablemarketshareinthemarket,makingTfurniturecompanysteady developmentinthefurnitureindustry. KEYWORDS:Greenmarketing,FurnitureIndustry,MarketingMode,Sustainable Development 家具企业绿色营销策略研究-以T公司为例 III 目录 摘要................................................................................................................................I ABSTRACT......................................................................................................................II 目录.............................................................................................................................III 插图清单.........................................................................................................................VI 表格清单.........................................................................................................................VI 第一章绪论.................................................................................................................1 1.1研究的背景..........................................................................................................1 1.2研究的目的和意义..............................................................................................3 1.3国内外研究现状..................................................................................................3 1.4研究的内容和方法..............................................................................................5 1.4.1研究内容...................................................................................................5 1.4.2研究方法...................................................................................................6 第二章相关理论基础与方法概论.................................................................................7 2.1市场营销相关的理论..........................................................................................7 2.1.1绿色营销的概念及内涵...........................................................................7 2.1.24P理论.......................................................................................................8 2.1.34C理论......................................................................................................8 2.1.44V理论......................................................................................................9 2.1.5STP理论....................................................................................................9 2.2分析方法............................................................................................................10 2.2.1SWOT分析法..........................................................................................10 2.2.2PEST分析法............................................................................................10 2.2.3波特五力模型分析法.............................................................................11 第三章T家具公司营销现状分析................................................................................12 3.1T家具公司简介..................................................................................................12 3.2T家具公司组织架构..........................................................................................13 3.3T家具公司营销现状..........................................................................................13 3.3.1产品.........................................................................................................17 3.3.2价格.........................................................................................................19 3.3.3渠道.........................................................................................................19 3.3.4促销.........................................................................................................20 浙江工业大学硕士学位论文 IV 3.4T家具公司营销存在的问题.............................................................................21 3.4.1未树立品牌形象.....................................................................................21 3.4.2产品体系不完善.....................................................................................21 3.4.3营销渠道单一.........................................................................................22 3.5小结...................................................................................................................22 第四章T家具公司绿色营销环境分析........................................................................23 4.1宏观环境分析...................................................................................................23 4.1.1政治环境.................................................................................................23 4.1.2经济环境.................................................................................................24 4.1.3社会环境.................................................................................................25 4.1.4技术环境.................................................................................................27 4.2微观环境分析...................................................................................................27 4.2.1同行业内现有竞争者的竞争能力.........................................................28 4.2.2家具行业潜在竞争者进入的能力.........................................................31 4.2.3替代品的替代能力.................................................................................31 4.2.4供应商的讨价还价能力...........