资源型城市煤炭行业绿色营销模式及对策研究——以榆林市为例

Research on green marketing model and countermeasures of coal industry in resourcebased cities——Taking Yulin as an example

在我国经济新常态背景下,资源型城市煤炭行业发展面临严峻挑战,以牺牲生态环境为代价的发展模式已经不适应社会要求。以榆林市为例,通过研究资源型城市榆林市煤炭行业现状,分析榆林煤炭行业发展存在的问题及成因,提出通过建立绿色营销"4+4"模式推进榆林煤炭行业发展,认为煤炭行业进行绿色营销管理需要企业、政府、消费者、环保NGO四个主体参与,企业应从绿色产品、绿色价格、绿色渠道和绿色促销4个方面进行绿色营销的策略创新。

Under the background of ＂new normal＂ with China＇s economy, the development of coal industry in resource-based cities is facing severe challenges. The development model at the expense of the ecological environment has not adapted to the social requirements. Taking Yulin as an example, by studying the current situation of the coal industry, the problems and causes of the development with coal industry were analyzed, the ＂4＋4＂ model of green marketing was proposed to promote the development of the coal industry. Analysis results showed that the green industry＇s management of the coal industry needs the participation of four main bodies： the enterprises, the government, the consumer, and the environmental protection NGO. Enterprises should carry out green marketing strategy innovation from the four aspects of green products, green prices, green channels and ~reen oromotion.