| Abstrakt: |
Modern enterprises are under the pressure of high-intensity competition and have begun to try ecological marketing. Eco-marketing is a new marketing concept for sustainable development. The purpose of ecomarketing is to enable members in an ecological environment to make profits and achieve a win-win situation. Therefore, the analysis, research and discussion of modern enterprises' ecological marketing strategy are of great theoretical and practical significance in academic and enterprise development. Taking the marketing strategy as the starting point, this paper combines the research results of predecessors from the perspective of enterprise development experience and takes MI Company as a typical case to analyze the current situation and existing problems of modern enterprise eco-marketing. Moreover, this paper puts forward its own views on the implementation of eco-marketing strategies. It is hoped that through the analysis and research, the analytical framework of the enterprise's ecological marketing strategy will be established, and the analysis framework will be verified with the MI Company as the target case. First of all, through the theoretical accumulation of relevant literature review, this paper explores the external environment of ecological marketing of modern enterprises. Secondly, this paper collects relevant information and organizes thoughts to establish an analytical framework. Then, MI Company's ecological marketing strategy is derived through the analysis of its development process and marketing methods. Finally, after comprehensive analysis, methods with which modern enterprises can realize ecological marketing can be concluded, which has certain effects and practical significance for modern enterprises to obtain their own interests and establish a symbiotic ecological marketing system. [ABSTRACT FROM AUTHOR] |
