分类号：
密级：
U D C：
硕士学位论文
论文题目：MC公司分布式供暖的绿色
营销研究
专业名称： 工商管理
研究方向： 市场营销
学生姓名：崔俊
学号： 20141226111016
导师姓名：黄东兵
导师职称： 教授
定稿时间：201年5月25日
中国·贵阳
III
摘 要
分布式能源是目前最高效的天然气利用方式，对我国优化能源结构、促进节
能减排具有重大意义。2011年10月，国家四部委（发革委、财政部、住建部、
国家能源局）联合发布《关于发展天然气分布式能源的指导意见》，在政策上扶
持推动天然气分布式能源的发展。经过几年得发展，我国分布式供暖取得一定的
成效，但还诸多阻碍因素，如技术接受过程较慢、消费者认知和公众关注度比较
有限、分布式供暖服务企业的宣传推广欠缺等。而绿色营销既能体现分布式能源
的节能、环保等项目本身的优势，又能改变消费者的消费观念，以消费者为中心，
强调消费者的绿色消费观念。因此，借助绿色营销手段提高企业、社会参与实施
分布式供暖的积极性和主动性，从而増强中国分布式供暖的公众认同性和发展
基于此，本文以MC公司的分布式供暖项目为案例，对分布式供暖的绿色营
销进行研究，希望能够大幅度提升节能环保的分布式供暖的推广和应用。主要研
究内容如下：（1）梳理了国外学者对相关理论应用的情况，并整理分布式能源、
绿色营销与PPP模式的相关理论，为本文提供理论支撑。（2）MC公司分布式供
暖绿色营销环境分析。对MC公司所在欧亿·体育（中国）有限公司的政策、经济、社会、技术环境进行
分析，以及MC公司的面临的消费者行为与竞争态势，为MC公司分布式供暖
的绿色营销提供依据。（3）MC公司分布式供暖绿色营销策略分析。从MC公司
目前营销中遇到的三大难题出发，提出MC公司分布式供暖在绿色产品、绿色价
格、绿色渠道、消费者使用便利性、PPP模式建立公共关系、政策支持等方面的
6P绿色营销策略。（4）为MC公司分布式供暖绿色营销的有效实施，从MC公
司内部的绿色文化理念、团队建设和人力资源机制三个方面建立保障措施
本文提出的绿色营销方案，既丰富了绿色营销相关理论知识，又解决企业推
进分布式供暖项目的营销问题，对绿色营销的发展有一定的借鉴意义
关键词：分布式供暖绿色营销MC公司6P
IV
Abstract
Distributed energy is the most efficient way of natural gas utilization. It is of
great significance for China to optimize energy structure and promote energy
conservation and emission reduction. In October 2011, the country's four ministries
(leather committee, ministry of finance, the ministry, the national energy
administration) jointly issued on the guidance for the development of natural gas
distributed energy, on the policy support to promote the development of natural gas
distributed energy. After years of development, distributed heating in our country has
certain effect, but also many obstacles, such as technology acceptance process is
relatively slow, consumer cognition and public attention is limited, the promotion of
distributed heating service enterprises lack, etc. Therefore, it is necessary to use
marketing to enhance the enthusiasm and initiative of enterprises and society to
participate in the implementation of distributed heating, so as to enhance the public
recognition and development of distributed heating in China.
Based on this, this paper takes MC company distributed heating projects as the
carrier, the study of the green marketing of distributed heating, hope to be able to
greatly enhance the promotion and application of the distributed heating energy
conservation and environmental protection. The main research contents are as follows:
(1) combed the foreign scholars on the application of the relevant theories, and
distributed energy, green marketing and relevant theories of the PPP mode, provide
theoretical support for this article. (2) analysis of green marketing environment for
distributed heating of MC company. For MC company industry policy, economic,
social and technical environment are analyzed, and the MC of consumer behavior and
competition situation of the company, provide the basis for the MC company
distributed heating of green marketing. (3) analysis of green marketing strategy of
distributed heating of MC company. From the MC company set out three problems
encountered in the current marketing, puts forward the MC company distributed
heating in the green products, green, green channel, consumer use convenience, the
PPP mode to establish public relations, policy support and so on 6 p green marketing
strategy. (4) the effective implementation of the distributed heating and green
marketing of MC company, and the protection measures from the green culture idea,
team construction and human resource mechanism of MC company.
Key words: Distributed heatingGreen marketingThe MC company6p。