低碳经济时代消费需求的变化及营销策略探讨.doc

摘 要:低碳经济时代已经来临， “低碳经济”、“低碳生活”、“低碳技术”等一系列新概念、新理念应运而生。市场经济条件下消费者的需求也将会发生相对的变化，因此作为商家、作为企业，将如何应对这一改变，推出适应或融入这一趋势的营销策略，将是必须面对的一个重要课题。

　　　本文从低碳经济发展的背景谈起，从社会面临的环境压力考虑，揭示了低碳经济到来是时代的必然，于是引出发展低碳经济、开展低碳营销的意义，与此同时探讨了目前市场经济条件下经济现状，我国的产业结构所存在的不合理之处；营销模式的发展，人类正在从传统营销模式向低碳营销时代迈进；以及消费者的消费行为，消费者也逐步接受低碳经济的理念的营销，有了消费行为上的改变。提出了低碳营销基本元素组合，阐述了其特点以及运作方式，提出合理有效的营销组合方案，并从企业、政府和社会大众等各个角度提出推行低碳营销的有效措施，进行了合理的展望。 

关键词：低碳营销；低碳经济；企业

ABSTRACT:Low-carbon economy era has arrived. "Low-carbon economy", "low-carbon life ", " low-carbon technologies” and a series of new concepts emerged. Under market economy conditions, consumer demand will change relatively. As a company, a business, how to deal with this change, adapt or integrate into the marketing strategy of this trend will be an important issue that must be faced.

　　　This article talked about the background of the development of low-carbon economy, environmental pressures reveal the era of low-carbon economy is an inevitable coming, then leads to the development of low-carbon economy, low-carbon marketing sense, at the same time explores the current economy under the conditions of market economy status, China's industrial structure of the existence is unreasonable; marketing model development, human being go through the traditional marketing model towards a low-carbon era of marketing; and consumer behaviors, consumers are gradually accept the concept of low carbon economy, consumer behavior has changed. This article also presents the basic elements of marketing mix of low-carbon marketing, described its characteristics and mode of operation, giving a reasonable and effective marketing mix programs. At last, proposed effective measures to implement low carbon marketing from various angles, like businessmen, government and the community, for a reasonable prospect.

Keywords: Low-carbon economy; Low-carbon marketing; Enterprise.