消费者品牌转换行为促成机制构建

随着我国经济的快速增长,消费者逐渐呈现出由非绿色品牌向绿色品牌转换的消费趋势。为了更好地提高绿色营销绩效,须从基本因素、强化因素、深化因素三个层面,分析和研究消费者绿色品牌转换过程影响因素的作用,在此基础上从绿色产品生产控制、企业绿色产品宣传推广、绿色产品监督管理、绿色环保的社会宣传等方面出发,构建绿色营销下的消费者品牌转换促成机制,以期望规范企业绿色营销活动,为企业更好地实施绿色营销战略提出建议。

Construction of Prompting Mechanism of Behavior of Consumers' Brand Switch

With the rapid development of the national economy,consumers gradually prefer the pollution-free product to the normal product.In order to increase the level of Green Marketing,this paper investigates brand switch factors′ function of pollution-free product marketing from basic factor,intensifying factor and in-depth factor.Based on the consumers′influencing factor,this paper sets up a basic prompting mechanism of brand switch of green marketing from several aspects.The purpose of this paper is to standardize enterprises′ green marketing activity to promote the enterprise′s performance of green marketing,and put forward some suggestion on green marketing about enterprise.