生态设计营销管理在设计类民营企业发展中的应用
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摘要
生态设计营销管理源于绿色设计和绿色消费的发展,它是一种力求在产品设计上满足消费者绿色消费需求的营销管理策略,是当前企业竞争的新筹码。因此,研究生态设计营销管理对民营设计企业具有较高的理论价值。本文认为,生态设计营销管理作为一种新兴的营销管理策略,在民营设计企业应用中主要存在两大问题:一是对生态设计营销管理的认知度不高,二是对生态设计营销管理的资金投入不足。最后针对存在的问题以及放眼未来,提出了建构绿色主线消费链条、整合运用营销技术手段、紧握时代经济脉搏信息等应对策略。
The marketing management of ecological design originates from the development of green design and green consumption. It is a marketing management strategy to satisfy consumers' green consumption demand in product design and a new chip for current enterprise competition. Therefore, the study of marketing management of ecological design has a high theoretical value for private design enterprises. This paper believes that, as a new marketing management strategy, the marketing management of ecological design has two major problems in the application of private design enterprises: low awareness of marketing management of ecological design and insufficient investment in marketing management of ecological design. Finally,aiming at the existing problems and looking into the future, this paper puts forward some countermeasures, such as building a green main line consumption chain, integrating the use of marketing technology, and grasping the economic pulse information of the times.
The marketing management of ecological design originates from the development of green design and green consumption. It is a marketing management strategy to satisfy consumers' green consumption demand in product design and a new chip for current enterprise competition. Therefore, the study of marketing management of ecological design has a high theoretical value for private design enterprises. This paper believes that, as a new marketing management strategy, the marketing management of ecological design has two major problems in the application of private design enterprises: low awareness of marketing management of ecological design and insufficient investment in marketing management of ecological design. Finally,aiming at the existing problems and looking into the future, this paper puts forward some countermeasures, such as building a green main line consumption chain, integrating the use of marketing technology, and grasping the economic pulse information of the times.
引文
[1]王琨.设计营销与管理[M].镇江:江苏大学出版社,2018.
[2]王峥,郝维昌,王天民.生态设计——为社会的可持续发展而设计[J].北京航空航天大学学报(社会科学版),2006,(3).
[3]杨建新.产品生态设计的理论与方法[J].环境科学进展,1999,(1).
[4]杨京平,田光明.生态设计与技术[M].北京:化学工业出版社,2006.
[2]王峥,郝维昌,王天民.生态设计——为社会的可持续发展而设计[J].北京航空航天大学学报(社会科学版),2006,(3).
[3]杨建新.产品生态设计的理论与方法[J].环境科学进展,1999,(1).
[4]杨京平,田光明.生态设计与技术[M].北京:化学工业出版社,2006.