4。2。3 Opportunitis 12

            4。2。4 Threats 13

            4。2。5 The Matrix of the above SWOT Analysis 14

            4。2。6 Solutions 15

Chapter Five Conclusion 16

References 17

SWOT Analysis of Green Marketing Strategy of Mengniu

Chapter One  Introduction

1。1 The Objectives of the Thesis

Since the 1990s, economic globalization has further deepened the fierce competition in the market, beyond time, space and geographical constraints。 Green Revolution, especially sticking to the strategy of sustainable which has brought new challenges, but also opportunities for enterprise green work。 All enterprises compete for the limited market to gain the market competition victory, besides adopting   traditional marketing strategies, but also looking for other ways of competitive advantages - to actively implement green marketing。 The 21st century is a new era of rapid development of green industry。 Green, a main color of the governments, people and businesses, is the great cause of the common pursuit of a new consumption fashion。 Enterprises must adapt to this trend, the timely implementation of green marketing, green consumption to meet consumers' new fashion, to bring new economic growth point, but also for the benefit of society。

In this thesis, combined with Mengniu empirical research, and in recognition of its effective green marketing channels questions, research motivation and conditions based on its innovative marketing channels, the feasibility strategies and innovative solutions have been put forward, which have some practical significance for the promotion of Mengniu dairy industry marketing channels change。文献综述

1。2 Overall Structure of the Thesis

The thesis is pided into five parts。 Chapter one is an introduction, including the objectives and the overall structure of the paper。 Chapter two is a literature review, which consists of the concepts of green marketing strategy, the studies of Mengniu Dairy。 Chapter three describes the theoretical frame this paper based on。 Chapter four presents the use of green marketing strategy of Mengniu and the SWOT analysis of use。 The last chapter concludes the major findings of the paper。

Chapter Two  Literature Review

2。1 The Concepts of Green Marketing Strategy 

In 1970s, Professor Ken Peattie（2005, p。52-68）from University of Wales, in his book Green Marketing-the Crisis into Opportunities Business Trend puts forward,"green marketing strategy is able to identify in line with consumer expectations and needs of the community and can be profitable and management process of sustainable operation。" Michael Jay Polonsky and Philip J。 Rosenberger (2001, p。21-30), in their article Reevaluating Green Marketing: A Strategy Approach[J], think that green marketing and eco-marketing are aimed at generating any human needs and aspirations which is based on minimum destroy to the nature。 

Ke Li (2012, p。50-54), in her article Discussion on Approaches to Sustainable Development of Green Marketing of Enterprises, puts forward that some scholars who agree on green marketing strategy think that corporations carrying out marketing strategies should comply with the requirements of the era of sustainable development, focusing on the Earth's ecological and environmental protection, economic development and coordination of the ecological environment to achieve business interests, the interests of consumers coordinating with social interests and environmental interests ecological unity。来*自-优=尔,论:文+网www.youerw.com