【正文】 汽車(chē)企業(yè)綠色營(yíng)銷(xiāo)起步較晚，盡管已經(jīng)取得了一定的成績(jī)，但很多企業(yè)因?yàn)槭軅鹘y(tǒng)思想的限制，對(duì)綠色營(yíng)銷(xiāo)的實(shí)施還存在很多不足，仍然存在很多問(wèn)題，因此我國(guó)綠色再制造汽車(chē)企業(yè)如果想全面有效地實(shí)施綠色營(yíng)銷(xiāo)，還要做大量工作。因此，我國(guó)企業(yè)開(kāi)展綠色營(yíng)銷(xiāo)已是當(dāng)務(wù)之急。面對(duì)這一巨大的數(shù)字 ,如果對(duì)報(bào)廢汽車(chē)不加以有效回收利用 ,其造成的環(huán)境污染與資源浪費(fèi)將難以估量。綠色潮流在全世界呈現(xiàn)的強(qiáng)勁發(fā)展勢(shì)頭，給企業(yè)帶來(lái)了新的挑戰(zhàn)，同時(shí) ，也帶來(lái)了無(wú)限商機(jī)，企業(yè)界以保護(hù)地球生態(tài)環(huán)境、保證人類社會(huì)經(jīng)濟(jì)的可持續(xù)發(fā)展為宗旨提出了綠色營(yíng)銷(xiāo) [1]。在此基礎(chǔ)上，對(duì)再制造汽車(chē)營(yíng)銷(xiāo)策略的內(nèi)容和企業(yè)的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅進(jìn)行全方位的分析，進(jìn)而對(duì)再制造汽車(chē)企業(yè)綠色營(yíng)銷(xiāo)的策略進(jìn)行了系統(tǒng)深入地研究。再制造汽車(chē)企業(yè)實(shí)施綠色營(yíng)銷(xiāo)策略是順應(yīng)可持續(xù)發(fā)展的全球性潮流，滿足綠色消費(fèi)需求的必然選擇。 然而由于我國(guó)綠色再制造營(yíng)銷(xiāo)起步較晚，再制 造汽車(chē)企業(yè)在取得一定成績(jī)的同時(shí)，在營(yíng)銷(xiāo)策略的實(shí)施上還面臨著許多問(wèn)題。 關(guān)鍵詞：綠色營(yíng)銷(xiāo)，再制造，營(yíng)銷(xiāo)策略， SWOT分析 山東科技大學(xué)畢業(yè)論文 III ABSTRACT Green Remanufacturing automotive marketing resource recycling and marketing product of the bination, it is in marketing on the basis of increased ecological awareness of environmental protection, efforts to achieve resourceconserving and environmentfriendly society, promote the development of a harmonious society, emphasizing the enterprises should assume a high degree of social responsibility, to uphold the human environment into another car manufacturing business philosophy, and into the entire process of marketing the green elements to meet green demand, the interests of protecting the environment. Remanufacturing automotive panies implement green marketing strategy is to follow the global trend of sustainable development to meet the inevitable demand for green consumption choices. However, due to our late start marketing remanufacturing, remanufactured auto panies made some achievements, the implementation of the marketing strategy still faces many problems. Therefore, we should fully understand the business of making cars again in the green marketing problems, learn from foreign experience, based on the formulation of appropriate national conditions of China, and with the international standards of green marketing strategies. From the marketing point of view of panies making cars in China and then the status of the implementation of green marketing and its problems. On this basis, remanufacturing of automotive marketing strategy on the content and business strengths, weaknesses, opportunities and threats analysis of allround, and then remanufacture of auto panies on green marketing strategy for a systematic indepth study. Keywords: green marketing， remanufacturing， marketing strategy， SWOT analysis 山東科技大學(xué)畢業(yè)論文 IV 目 錄 摘 要 ...................................................... II ABSTRACT ................................................... III 2 本文的理論基礎(chǔ) .............................................. 1 綠色再制造的定義 ...................................................................................................... 2 （二） 綠色再制造的現(xiàn)狀分析 ....................................................................................... 2 （三） 綠色再制造汽車(chē)企業(yè)實(shí)施綠色營(yíng)銷(xiāo)的意義 ....................................................... 4 （四） 研究方案 ............................................................................................................... 6 三 我國(guó)綠色再制造汽車(chē)營(yíng)銷(xiāo)的 現(xiàn)狀及存在問(wèn)題 問(wèn)題 ................ 7 （一） 我國(guó)再制造汽車(chē)營(yíng)銷(xiāo)中存在的問(wèn)題 ................................................................... 7 1 大多數(shù)企業(yè)的綠色經(jīng)營(yíng)意識(shí)淡薄 .......................................................................... 7 2 綠色產(chǎn)品營(yíng)銷(xiāo)手段滯后 .......................................................................................... 7 3 綠色再制造汽 車(chē)價(jià)格的制定陷入誤區(qū) .................................................................. 7 4 綠色產(chǎn)品開(kāi)發(fā)中存在的問(wèn)題 .................................................................................. 8 5 企業(yè)對(duì)綠色標(biāo)志制度缺乏認(rèn)識(shí) .............................................................................. 9 6 再制造汽車(chē)企業(yè)的廣告宣傳可信度低 .................................................................. 9 （二） 推進(jìn)我國(guó)汽車(chē)再制造營(yíng)銷(xiāo)發(fā)展的幾個(gè)問(wèn)題 ..................................................... 10 （三） 本章小結(jié) ............................................................................................................. 10 三 綠色再制造汽車(chē)營(yíng)銷(xiāo)的內(nèi)容 ................................ 11 （一） 綠色再制造汽車(chē)營(yíng)銷(xiāo)的內(nèi)容與步驟 ................................................................. 11 （二） SWOT 分析基本原理與步驟 ............................................................................. 12 （三） 綠色再制造汽車(chē)營(yíng)銷(xiāo)中的 SWOT 因素分析 .................................................... 12 1 綠色再制造汽車(chē)營(yíng)銷(xiāo)的優(yōu)勢(shì)分析（ S） .............................................................. 12 2 綠色再制造汽車(chē)營(yíng)銷(xiāo)的劣勢(shì)分析 (W) .................................................................. 13 3 綠色再制造汽車(chē)營(yíng)銷(xiāo)的機(jī)會(huì)分析 (O)................................................................... 13 4 綠色再制造汽車(chē)營(yíng)銷(xiāo)的威脅分析 (T) ................................................................... 14 （三） 本章小結(jié) ............................................................................................................. 15 四 我國(guó)再制造汽車(chē)產(chǎn)業(yè)實(shí)施綠色營(yíng)銷(xiāo)的策略 ..................... 16 （一） 我國(guó)再制造汽車(chē)產(chǎn)業(yè)實(shí)施綠色營(yíng)銷(xiāo)的策略 ..................................................... 16 1 優(yōu)化再制造汽車(chē)企業(yè)實(shí)施綠色營(yíng)銷(xiāo)的宏觀環(huán)境 ................................................ 16 2 樹(shù)立綠色再制造營(yíng)銷(xiāo)觀念 .................................................................................... 17 3 加快建立汽車(chē)綠色銷(xiāo)售體系 ................................................................................ 19 4 加強(qiáng)綠色再制造汽車(chē)管理 .................................................................................... 20 5 綠色再制造營(yíng)銷(xiāo)的 4P 策略 .................................................................................. 21 山東科技大學(xué)畢業(yè)論文 V 6 制定綠色價(jià)格 ........................................................................................................ 22 7 大力發(fā)展綠色再制造汽車(chē)的促銷(xiāo)活動(dòng) ................................................................ 25 （二） 本章小結(jié) ............................................................................................................. 27 結(jié) 論 ...................................................... 28 參考文獻(xiàn) .................................................... 29 致 謝 ...................................................... 31 山東科技大學(xué)畢業(yè)論文 1 一 緒 論 自 70 年代以來(lái) ,全球掀起了