我国铁路建设企业实施绿色营销策略的途径——以中铁一局集团公司为例

Green Marketing Strategy for Chinese Railway Construction Enterprises——An case of China Railway First Group Co.,Ltd

开展绿色营销是实施可持续发展战略的必然要求和具体体现。企业只有实施绿色营销战略,才能突出自己的特色,不断地提高市场占有率。以中铁一局集团公司为例,通过分析认为,我国铁路建设企业在绿色营销上存在着缺乏绿色技术创新能力和绿色营销的竞争力,经营范围狭窄,没有形成完善的绿色管理系统等问题,要想解决这些问题,必须实施绿色促销策略、绿色价格策略和绿色技术创新策略等绿色营销策略。

Green marketing reflect the necessary requirement and embodiment of implementing sustainable development strategy. Only in this way can enterprises enlarge their market share with their unique competitive advantages. The paper takes China Railway First Group Co., Ltd. as an example to analyze problems in the railway construction enterprises the existing. They lack in innovative ability to carry out green technology green marketing. And the narrow business scope brings about the incomplete green management system. To solve these problems, enterprises need adopt such green strategies in terms of promotion, pricing and technological innovation.