摘要人类社会在不断发展进步的同时，对生态环境造成了较大的负面影响，
地球资源的过度开采、工业垃圾的污染等等，使得目前生态环境日趋恶化，对人
们的生活也造成了一定影响，人们开始逐渐意识到环境保护的重要性。由此世界
各地人们形成了绿色环保意识，并掀起一系列的绿色浪潮。绿色消费理念也由此
兴起，绿色要求在市场中的重要性越来越大，进而引起了绿色营销活动的产生
在绿色革命浪潮中，企业作为市场上的关键一方，应当承担起更多的责任，应当
推出符合环保要求的绿色产品，引导绿色消费，来响应绿色革命浪潮。本文主要
是对家具制造企业的绿色营销问题进行了研究，从营销的各方面来分析研究家具
制造企业的绿色营销体系，以期能够帮助家具制造企业在既保护环境，满足绿色
消费需求的同时，又能够提升其在市场上的竞争能力，建立自身品牌
本文以A公司为例，主要研究了在现代化的时代背景下，在客户需求日益多
元化和市场竞争激烈化的情况下，我国家具制造企业应如何制定基于顾客体验的
绿色营销策略的问题。首先，本文对顾客体验和绿色营销的相关理论进行全面梳
理，找出研究理论依据；其次，本文对A公司所处的宏观环境以及行业微观环境
进行分析；再次介绍分析了A公司在顾客体验和绿色营销方面的实际现状，
发现在进行绿色产品的营销过程中，A公司存在较多的问题：如绿色产品设计能力
不足、制造技术落后、绿色营销体系缺乏整体性、没有对营销体系进行有效地控
制与管理等；最后针对这些问题，在对理论的认学习和梳理，并充分借鉴国内外
先进经验后，提出完善A公司家具绿色营销的前提，确定应当遵循的原则，然后
从产品、价格、渠道、促销等方面着手提出构建绿色营销体系的建议，并从内外
两方面提出一些保障措施，以期能够完善A家具制造公司的绿色营销体系。由于
本论文所选取的研究对象A家具制造公司本身所具有的代表性，因此本论文中所
分析的问题也是大多数家具企业所面临的问题，本论文所采取的措施，对我国家
具企业来说，具有相应的参考价值
关键词：顾客体验；循环经济；绿色营销；家具制造
V
Abstract: The continuous development and progress of human society at the same
time have a greater negative impact on the ecological environment. The excessive
exploitation of the earth's resources and the pollution of industrial waste have led to the
deterioration of the ecological environment and the impact on people's lives. People are
beginning to realize the importance of environmental protection. As a result, people all
over the world have formed a green awareness and set off a series of green waves. The
concept of green consumption also arises from this, and the growing importance of
green requirements in the market has led to the emergence of green marketing activities.
In the wave of the green revolution, as the key player in the market, enterprises should
assume more responsibilities and should launch green products that meet the
requirements of environmental protection and guide green consumption in response to
the green revolution. This paper mainly studies the green marketing of furniture
manufacturing enterprises, analyzes and researches the green marketing system of
furniture manufacturing enterprises from all aspects of marketing, with a view to
helping furniture manufacturing enterprises not only protect the environment and meet
the demand of green consumption, Can enhance their competitiveness in the market,
establish their own brand.
This paper, taking Company A as an example, mainly studies how to make a green
marketing strategy based on customer experience in the context of the modern era,
under the condition of increasingly diversified customer demands and fierce market
competition. First of all, this paper comprehensively reviews the relevant theories of
customer experience and green marketing to find out the theoretical basis of the
research. Secondly, this article analyzes the macro-environment and industry
micro-environment in which A Company is located. Thirdly, it introduces and analyzes
the influence of A Company on customer experience and The actual status of green
marketing,
Research on Green Marketing Strategy of Furniture Manufacturing Based on
Customer Experience - Taking A Company as an Example
Major：Master of Business Administration
Postgraduate：MouShuoSupervisor：Li Wei。