可持续发展时代的营销策略研究.docx
《可持续发展时代的营销策略研究.docx》由会员分享,可在线阅读,更多相关《可持续发展时代的营销策略研究.docx(8页珍藏版)》请在第一文库网上搜索。
1、外文资料翻译及原文ResearchonMarketingStrategyinSustainab1eDeve1opmentEraAbstract:Inthispaperweinvestigatecharacteristicsanddriversofsustainabi1itymarketingstrategies.Basedonanempirica1studyinthefoodindustry,Weidentifyfoursustainabi1itymarketingstrategytypeswithdistinctivecharacteristics(performers,fo11owers,
2、indecisivesandpassives).Consumersareoneofthemaindriversofsustainabi1itymarketingstrategies.Dependingonthesensitizationofconsumerstosocio-eco1ogicaiprob1ems,theperceptibi1ityofsocio-eco1ogica1qua1ities,theindividua11yperceivednetbenefitsandtheavai1abi1ityofsustainab1ea1ternatives,wearguethatthetypo1o
3、gyanddriversapp1ytonon-foodindustriesaswe11.Furthermore,wefindthattheincorporationofsocia1andeco1ogica1aspectsintomarketingstrategiesa1sodependsonthemarketsegmentinwhichthecompanycompetes:companiesthatarepositionedinthepremiumorqua1itysegmentaremoreinc1inedtotakeanactivestanceonsustainabi1itymarketi
4、ngthancompaniesthatcompeteinthepricesegment.Keywords:marketing;strategy;sustainabi1ity;typo1ogyInsomemarketsandcompaniessustainabi1ityissueshavebecomehigh1yimportantandacompetitivefactorinf1uencingmarketingstrategies.Examp1esinc1udetheenergysector(Woh1gemutheta1.,1999;Sa1zmann,2004),theautomobi1ebus
5、iness(Brunner,2004;Wi11iander,2007)andthefoodindustry(Ionescu-Sommers,2004;Ionescu-SommersandSteger,2008).Thefocusofthispaperisonthestrategic1eve1ofsustainabi1itymarketing,i.e.marketingstrategiesinthe1ightofeco1ogica1andsocia1cha11enges.Theresearchquestionsaretwofo1d.(1)Whichkindsofsustainabi1itymar
6、ketingstrategiesdocompaniespursue?(2)Whataretheinf1uencingfactorsforsustainabi1itymarketingstrategies?Whydocompaniesfo11owanactiveorapassiveapproachtostrategicsustainabi1itymarketing?Inthefirstpartofthepaperthetheoretica1frameworkandmethodo1ogica1issuesofanempirica1studyaredescribed.Inthesecondparto
7、fthepapertheempirica1resu1tsofthestudyarepresentedanddiscussed.Sustainabi1itymarketingcanbedefinedasbui1dingandmaintainingsustainab1ere1ationshipswithcustomers,thesocia1environmentandthenatura1environment(Be1z,2008;Be1zandPeattie,2009).Bycreatingsocia1andenvironmenta1va1ue,sustainabi1itymarketingtri
8、estode1iverandincreasecustomerva1ue.Simi1artothemodemmarketingconcept,sustainabi1itymarketingana1ysescustomerneedsandwants,deve1opssustainab1eso1utionsthatprovidesuperiorcustomerva1ue,andprices,distributesandpromotesthemeffective1ytose1ectedtargetgroups.Thesegmentationofthemarket,these1ectionofcerta
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 可持续发展 时代 营销 策略 研究