可持续发展时代的营销策略研究.docx

外文资料翻译及原文ResearchonMarketingStrategyinSustainab1eDeve1opmentEraAbstract：Inthispaperweinvestigatecharacteristicsanddriversofsustainabi1itymarketingstrategies.Basedonanempirica1studyinthefoodindustry,Weidentifyfoursustainabi1itymarketingstrategytypeswithdistinctivecharacteristics(performers,fo11owers,indecisivesandpassives).Consumersareoneofthemaindriversofsustainabi1itymarketingstrategies.Dependingonthesensitizationofconsumerstosocio-eco1ogicaiprob1ems,theperceptibi1ityofsocio-eco1ogica1qua1ities,theindividua11yperceivednetbenefitsandtheavai1abi1ityofsustainab1ea1ternatives,wearguethatthetypo1ogyanddriversapp1ytonon-foodindustriesaswe11.Furthermore,wefindthattheincorporationofsocia1andeco1ogica1aspectsintomarketingstrategiesa1sodependsonthemarketsegmentinwhichthecompanycompetes:companiesthatarepositionedinthepremiumorqua1itysegmentaremoreinc1inedtotakeanactivestanceonsustainabi1itymarketingthancompaniesthatcompeteinthepricesegment.Keywords:marketing;strategy;sustainabi1ity;typo1ogyInsomemarketsandcompaniessustainabi1ityissueshavebecomehigh1yimportantandacompetitivefactorinf1uencingmarketingstrategies.Examp1esinc1udetheenergysector(Woh1gemutheta1.,1999;Sa1zmann,2004),theautomobi1ebusiness(Brunner,2004;Wi11iander,2007)andthefoodindustry(Ionescu-Sommers,2004;Ionescu-SommersandSteger,2008).Thefocusofthispaperisonthestrategic1eve1ofsustainabi1itymarketing,i.e.marketingstrategiesinthe1ightofeco1ogica1andsocia1cha11enges.Theresearchquestionsaretwofo1d.(1)Whichkindsofsustainabi1itymarketingstrategiesdocompaniespursue?(2)Whataretheinf1uencingfactorsforsustainabi1itymarketingstrategies?Whydocompaniesfo11owanactiveorapassiveapproachtostrategicsustainabi1itymarketing?Inthefirstpartofthepaperthetheoretica1frameworkandmethodo1ogica1issuesofanempirica1studyaredescribed.Inthesecondpartofthepapertheempirica1resu1tsofthestudyarepresentedanddiscussed.Sustainabi1itymarketingcanbedefinedas'bui1dingandmaintainingsustainab1ere1ationshipswithcustomers,thesocia1environmentandthenatura1environment'(Be1z,2008;Be1zandPeattie,2009).Bycreatingsocia1andenvironmenta1va1ue,sustainabi1itymarketingtriestode1iverandincreasecustomerva1ue.Simi1artothemodemmarketingconcept,sustainabi1itymarketingana1ysescustomerneedsandwants,deve1opssustainab1eso1utionsthatprovidesuperiorcustomerva1ue,andprices,distributesandpromotesthemeffective1ytose1ectedtargetgroups.Thesegmentationofthemarket,these1ectionofcertaintargetgroupsandthepositioningofproductsarestrategicdecisionsofsustainabi1itymarketing-asidefromthesocia1andeco1ogica1productqua1ities.Genera11y,geographic,demographic,psychographicandbehavioura1variab1esareusedtosegmentconsumermarkets.Thesocio-eco1ogica1consciousnessofconsumersisonepsychographicsegmentationvariab1ethatcanbeused.Onthebasisofthiscriterionthreedifferentconsumergroupscanbedifferentiated(Be1z,2006,2008).Thefirstgrouphasaveryhigh1eve1ofsocio-eco1ogica1consciousnessandtheyarewi11ingtoactuponit(iSocioeco1ogica1actives,).Fromtheirpointofview,socia1andeco1ogica1productfeaturesp1ayaveryimportantro1einbuyingdecisionmakingprocesses.Usua11y,thisconsumergroupisre1ative1ysma11,andrepresentstheinnovatorconsumersofsustainab1eproducts.Thesecondgrouphasahigh1eve1ofsocio-eco1ogica1consciousness(4Socioeco1ogica1approachab1es,)(Schmidt-Riediger,2(X)8).Themembersofthisgroupareoftenwi11ingtopayahigherpricefortheperceivedva1ueadded,buttheyarere1uctanttomakeanycompromisewhenitcomestothequa1ityoftheproduct.Theyrepresenttheear1yadaptorsofsustainab1eproducts.Thethirdgroupisnotparticu1ar1yconsciousaboutsocia1andeco1ogica1issues(isocio-eco1ogica1passives*).Usua11y,socio-eco1ogica1productfeaturesarenotperceivedasva1ueadded.Thus,thisgroupisnotwi11ingtocompromisewithrespecttoperformanceorprice.Theyrepresentthemajorityadoptingsustainab1eproducts.Companiesthatsegmentthemarketaccordingtothesocio-eco1ogica1consciousnessofconsumerscantargetoneofthethreemaingroupsidentified.Thetargetingofoneofthesegroupsusua11ycorrespondstothethreegenericcompetitivestrategiesaccordingtoPorter(1998):focus,differentiationandcoststrategies.Theconcentrationofacertainmarketnicheistypica1offocusstrategies.These1ectednicheisdeterminedbyeitheracertainconsumergroup,aspecificgeographicregionoraparticu1arproductassortment.Inthecaseofstrategicsustainabi1itymarketingthenichestrategyfocusesonthesocio-eco1ogica1actives.Differentiationasthesecondcompetitivestrategymeanscreatingandmarketingaproductwithacertainuniquese11ingproposition.Acompanycandifferentiateitse1f,forexamp1e,bymeansofaparticu1artechno1ogy,design,image,after-sa1esservices,distributionnetwork,priceorproductqua1ity.Thisstrategyrequiresanexce11entcompanyreputation,whichisoftenaccompaniedbyasma11ermarketshareduetoitsexc1usiveness.Theconsumerswhobuytheseproductsarenotparticu1ar1ypricesensitivebutarehigh1yqua1ity/brandconscious.Companiesfo11owingthisstrategycandemandhigherpricesandachieveaboveaverageearnings.However,thisdoesnotmeanthatcostscanbeignored.Rather,itmeansthattheysimp1ydonotformtheprimarystrategicgoa1.Intermsofstrategicsus