摘 要蒙牛公司是国内乳品领军企业，也是最早开始实施绿色营销战略的乳制品企业之一。其绿色蒙牛企业文化、品质负数原理的绿色生产、产品包装使用可降解材料等方面可圈可点，同时也面临绿色营销管理不强、绿色营销手段比较单一、奶粉版块绿色营销问题突出和国内外同行企业的竞争压力大四大难题，实现线下和线上营销的有机结合、优化奶粉版块绿色营销、积极组织绿色技术创新和挖掘内需积极应对新冠肺炎疫情是本文提出的四个对策。关键词：蒙牛乳业；绿色营销；战略AbstractMengniu is one of the leading dairy enterprises in China and one of the first dairy enterprises to implement the green marketing strategy. Its green mengniu corporate culture, quality negative principle of green production, product packaging using biodegradable materials adequately, at the same time also face the green marketing is unitary, milk powder section in green marketing problems and peer enterprises at home and abroad four big problem in the pressure of competition, to realize the combination of online and offline marketing, optimization of powder section in green marketing, green technology innovation is actively organize domestic demand and mining positive coping COVID - 19 outbreak is proposed in this paper four countermeasures.Key words：Mengniu Dairy; Green Marketing; Strategy蒙牛公司绿色营销战略初步研究目 录1 引 言.............................................................12 文献综述.............................................................12.1 研究意义 ............................................................ 1 2.1.1 理论价值...........................................................12.1.2 现实意义...........................................................12.2 国内外研究现状.......................................................22.3 研究评述............................................................33 蒙牛乳业绿色营销战略.................................................33.1 绿色营...
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