Earticle

초록

영어

Green marketing is a new marketing concept which emphasizes environmental responsibilities of companies and recognizes environmental issues as opportunities of business development. With broader concept of customers, it is to focus on improving the quality of life itself. The purpose of this study is to suggest the direction of green marketing strategy in domestic cosmetic business by the case studies on foreign cosmetic business which successfully has built up and previously applied theoretical approach on the concept, the need and strategies of green marketing. This paper suggests the direction of green marketing strategy in domestic cosmetic business in the future as follows. First, the prior environmental impact assessment should be undertaken in the process of product development. Second, the development and application of new technologies should be encouraged in environment - friendly way. Third, the levels of environmental awareness among employees should be improved. Fourth, in-house environmental department should be established. Fifth, environmental auditing should be carried out in a voluntary way. Sixth, company should take an active part in campaign programs of environmental organization or community. In conclusion, to strengthen competitiveness in the market, all members of company including top managers, marketers and the other employees should be aware of the importance of Green Marketing and take an active step in environmental performance. This will be the ultimate goal of proceeding green marketing and the way to improve quality of life in compliance with helping company and consumer, furthermore human and nature live together in harmony.

목차

I. 서론
  1. 연구의 배경 및 목적
  2. 연구의 범위와 방법
 II. 그린마케팅의 이론적 배경
  1. 기업활동과 환경
  2. 그린마케팅의 개념
  3. 그린마케팅의 영역과 구조
  4. 그린마케팅 전략의 필요성
 III. 기업의 대응 전략적 그린마케팅
  1. 제품전략
  2. 촉진전략
 IV. 화장품 기업의 그린마케팅 사례연구 및 전망
  1. 외국 화장품 기업 사례
  2. 국내 화장품 기업 사례
  3. 향후 그린마케팅 방향
 V. 결론
 참고문헌
 Abstract

저자

• 배석덕 [ Seog Deog Bae | 동아대학교 경영학과 박사과정 수료 ]

참고문헌