可持續(xù)發(fā)展時(shí)代的營(yíng)銷(xiāo)策略研究

外文資料翻譯及原文ResearchonMarketingStrategyinSustainableDevelopmentEraAbstract：Inthispaperweinvestigatecharacteristicsanddriversofsustainabilitymarketingstrategies.Basedonanempiricalstudyinthefoodindustry,weidentifyfoursustainabilitymarketingstrategytypeswithdistinctivecharacteristics(performers,followers,indecisivesandpassives).Consumersareoneofthemaindriversofsustainabilitymarketingstrategies.Dependingonthesensitizationofconsumerstosocio-ecologicalproblems,theperceptibilityofsocio-ecologicalqualities,theindividuallyperceivednetbenefitsandtheavailabilityofsustainablealternatives,wearguethatthetypologyanddriversapplytonon-foodindustriesaswell.Furthermore,wefindthattheincorporationofsocialandecologicalaspectsintomarketingstrategiesalsodependsonthemarketsegmentinwhichthecompanycompetes:companiesthatarepositionedinthepremiumorqualitysegmentaremoreinclinedtotakeanactivestanceonsustainabilitymarketingthancompaniesthatcompeteinthepricesegment.Keywords:marketing;strategy;sustainability;typologyInsomemarketsandcompaniessustainabilityissueshavebecomehighlyimportantandacompetitivefactorinfluencingmarketingstrategies.Examplesincludetheenergysector(Wohlgemuthetal.,1999;Salzmann,2004),theautomobilebusiness(Brunner,2004;Williander,2007)andthefoodindustry(Ionescu-Sommers,2004;Ionescu-SommersandSteger,2008).Thefocusofthispaperisonthestrategiclevelofsustainabilitymarketing,i.e.marketingstrategiesinthelightofecologicalandsocialchallenges.Theresearchquestionsaretwofold.(1)Whichkindsofsustainabilitymarketingstrategiesdocompaniespursue?(2)Whataretheinfluencingfactorsforsustainabilitymarketingstrategies?Whydocompaniesfollowanactiveorapassiveapproachtostrategicsustainabilitymarketing?Inthefirstpartofthepaperthetheoreticalframeworkandmethodologicalissuesofanempiricalstudyaredescribed.Inthesecondpartofthepapertheempiricalresultsofthestudyarepresentedanddiscussed.Sustainabilitymarketingcanbedefinedas‘buildingandmaintainingsustainablerelationshipswithcustomers,thesocialenvironmentandthenaturalenvironment’(Belz,2008;BelzandPeattie,2009).Bycreatingsocialandenvironmentalvalue,sustainabilitymarketingtriestodeliverandincreasecustomervalue.Similartothemodernmarketingconcept,sustainabilitymarketinganalysescustomerneedsandwants,developssustainablesolutionsthatprovidesuperiorcustomervalue,andprices,distributesandpromotesthemeffectivelytoselectedtargetgroups.Thesegmentationofthemarket,theselectionofcertaintargetgroupsandthepositioningofproductsarestrategicdecisionsofsustainabilitymarketing–asidefromthesocialandecologicalproductqualities.Generally,geographic,demographic,psychographicandbehaviouralvariablesareusedtosegmentconsumermarkets.Thesocio-ecologicalconsciousnessofconsumersisonepsychographicsegmentationvariablethatcanbeused.Onthebasisofthiscriterionthreedifferentconsumergroupscanbedifferentiated(Belz,2006,2008).Thefirstgrouphasaveryhighlevelofsocio-ecologicalconsciousnessandtheyarewillingtoactuponit(‘socioecologicalactives’).Fromtheirpointofview,socialandecologicalproductfeaturesplayaveryimportantroleinbuyingdecisionmakingprocesses.Usually,thisconsumergroupisrelativelysmall,andrepresentstheinnovatorconsumersofsustainableproducts.Thesecondgrouphasahighlevelofsocio-ecologicalconsciousness(‘socioecologicalapproachables’)(Schmidt-Riediger,2008).Themembersofthisgroupareoftenwillingtopayahigherpricefortheperceivedvalueadded,buttheyarereluctanttomakeanycompromisewhenitcomestothequalityoftheproduct.Theyrepresenttheearlyadaptorsofsustainableproducts.Thethirdgroupisnotparticularlyconsciousaboutsocialandecologicalissues(‘socio-ecologicalpassives’).Usually,socio-ecologicalproductfeaturesarenotperceivedasvalueadded.Thus,thisgroupisnotwillingtocompromisewithrespecttoperformanceorprice.Theyrepresentthemajorityadoptingsustainableproducts.Companiesthatsegmentthemarketaccordingtothesocio-ecologicalconsciousnessofconsumerscantargetoneofthethreemaingroupsidentified.ThetargetingofoneofthesegroupsusuallycorrespondstothethreegenericcompetitivestrategiesaccordingtoPorter(1998):focus,differentiationandcoststrategies.Theconcentrationofacertainmarketnicheistypicaloffocusstrategies.Theselectednicheisdeterminedbyeitheracertainconsumergroup,aspecificgeographicregionoraparticularproductassortment.Inthecaseofstrategicsustainabilitymarketingthenichestrategyfocusesonthesocio-ecologicalactives.Differentiationasthesecondcompetitivestrategymeanscreatingandmarketingaproductwithacertainuniquesellingproposition.Acompanycandifferentiateitself,forexample,bymeansofaparticulartechnology,design,image,after-salesservices,distributionnetwork,priceorproductquality.Thisstrategyrequiresanexcellentcompanyreputation,whichisoftenaccompaniedbyasmallermarketshareduetoitsexclusiveness.Theconsumerswhobuytheseproductsarenotparticularlypricesensitivebutarehighlyquality/brandconscious.Companiesfollowingthisstrategycandemandhigherpricesandachieveaboveaverageearnings.However,thisdoesnotmeanthatcostscanbeignored.Rather,itmeansthattheysimplydonotformtheprimarystrategicgoal.Intermsofstrategicsustainabilitymarketingthedifferentiationstrategytargetsthesocio-ecologicalapproachables.Bycontrast,thestrategicgoalofthethirdcompetitivestrategyistoachieveoverallcostleadership.Thiscanberealizedwiththehelpofanumberofcostsavingmethodssuchastightcontrolofvariablecostsandoverheads,minimizationofresearchanddevelopmentaswellasadvertisingcostsandtakingadvantageofeconomiesofscales.Lowcoststrategiesarecompatiblewithecologicallyorientatedstrategieswhentheemphasisisoneco-efficiency,theavoidanceofwasteandthecreationofproductsthatareresourceefficienttoproduceanduse.Thisstrategyoftenrequiresahighermarketshareinordertogainsignificantcostadvantagesbymeansofbulkbuyingandsellinginlargerquantities.Companiespursuingacoststrategyusuallytargetconsumerswhoarepricesensitive.Thisgroupmatcheswiththesocioecologicalpassives.Dependingontheselectedtargetgroups,socialandecologicalaspectsareemphasizedmoreorlessinproductpositioning.Basically,therearefourpossibilities(MeffertandKirchgeorg,1998).1.Socio-ecologicalcriteriaplayadominantroleinproductpositioning.Socio-ecologicaladvantagesarecommunicatedasprimarybenefits;qualityandpricearesecondarybenefits.2.Socio-ecologicalcriteriaplayasignificantroleinproductpositioning,buttheyarenotpredominant.Theyareequaltoqualityandprice.3.Socio-ecologicalcriteriaareintegralpartsofthequalitydimension.4.Socio-ecologicalcriteriadonotplayanyroleintheproductpositioningandcommunication.Thefirstpositioningapproachfitswiththenichestrategiesofsmallsustainabilitypioneers.Theyprimarilyaimatconsumergroupsthatarehighlysensitivetosocio-ecologicalissuesandbehaveaccordingly(socio-ecologicalactives).Thesecondandthirdpositionscorrespondtothedifferentiationstrategiesofmedium-sizedandlargesustainabilityleaders.Theytargetconsumergroupsthataresensitivetosocio-ecologicalissuesandarewillingtopayapremiumifthequalityisright.Inmanyconsumergoodmarketsthesekindsoftargetgrouprepresentimportant,growingsegments.Anumberofcasestudiesshowthattheskilfulcombinationofsocio-ecologicalcriteriawith(classical)buyingcriteriasuchasperformance,functionality,design,durability,tasteandfreshnesstocreate‘motivealliances’iscriticaltosuccess(Belz,2001;Ottmanetal.,2006).Thefourthpositionisconsistentwithoverallcostleadershipandpricestrategies.Itisaimedatconsumergroupsthatarehighlypricesensitive.Theyhardlypayanyimportancetosocio-ecologicalissuesandtheyarenotwillingtopayapremium(socioecologicalpassives).外文資料翻譯：可持續(xù)發(fā)展時(shí)代的營(yíng)銷(xiāo)策略研究摘要：本文探討了可持續(xù)營(yíng)銷(xiāo)策略的特點(diǎn)和驅(qū)動(dòng)因素。基于食品行業(yè)的實(shí)證研究，我們確定了四種具有鮮明特征的可持續(xù)營(yíng)銷(xiāo)策略類(lèi)型（執(zhí)行者、追隨者、優(yōu)柔寡斷者和被動(dòng)者）。消費(fèi)者是可持續(xù)性營(yíng)銷(xiāo)策略的主要驅(qū)動(dòng)力之一。根據(jù)消費(fèi)者對(duì)社會(huì)生態(tài)問(wèn)題的敏感性、社會(huì)生態(tài)質(zhì)量的可感知性、個(gè)人感知的凈效益和可持續(xù)替代品的可用性，我們認(rèn)為，這種類(lèi)型和驅(qū)動(dòng)因素也適用于非食品行業(yè)。此外，我們發(fā)現(xiàn)，將社會(huì)和生態(tài)方面納入營(yíng)銷(xiāo)策略還取決于公司競(jìng)爭(zhēng)的細(xì)分市場(chǎng):定位在高端或優(yōu)質(zhì)領(lǐng)域的公司比在價(jià)格領(lǐng)域競(jìng)爭(zhēng)的公司更傾向于采取積極的可持續(xù)營(yíng)銷(xiāo)立場(chǎng)。關(guān)鍵詞：銷(xiāo)售；策略；可持續(xù)性；類(lèi)型學(xué)在一些市場(chǎng)和公司，可持續(xù)性問(wèn)題已變得非常重要，成為影響營(yíng)銷(xiāo)戰(zhàn)略的競(jìng)爭(zhēng)因素。例子包括能源部門(mén)（Wohlgemuth等人，1999年;Salzmann,2004），汽車(chē)行業(yè)（Brunner,2004;willander,2007）和食品工業(yè)（Ionescu-Sommers,2004;Ionescu-Sommers和Steger,2008年）。本文的重點(diǎn)是可持續(xù)營(yíng)銷(xiāo)的戰(zhàn)略層面，即針對(duì)生態(tài)和社會(huì)挑戰(zhàn)的營(yíng)銷(xiāo)策略。研究問(wèn)題有兩個(gè)方面。（1）企業(yè)采用哪種可持續(xù)發(fā)展?fàn)I銷(xiāo)策略?（2）可持續(xù)營(yíng)銷(xiāo)策略的影響因素是什么?為什么企業(yè)遵循主動(dòng)或被動(dòng)的戰(zhàn)略可持續(xù)營(yíng)銷(xiāo)方法?本文第一部分闡述了實(shí)證研究的理論框架和方法問(wèn)題。第二部分對(duì)本文的實(shí)證結(jié)果進(jìn)行了介紹和討論?？沙掷m(xù)發(fā)展?fàn)I銷(xiāo)可以被定義為“建立和保持與客戶、社會(huì)環(huán)境和自然環(huán)境的可持續(xù)關(guān)系”（Belz,2008;Belz和Peattie,2009）。通過(guò)創(chuàng)造社會(huì)和環(huán)境價(jià)值，可持續(xù)營(yíng)銷(xiāo)試圖傳遞和增加客戶價(jià)值。與現(xiàn)代營(yíng)銷(xiāo)理念相似，可持續(xù)營(yíng)銷(xiāo)分析客戶的需求和愿望，開(kāi)發(fā)可持續(xù)的解決方案，提供卓越的客戶價(jià)值，并定價(jià)，有效地分配和推廣它們到選定的目標(biāo)群體。市場(chǎng)的細(xì)分，特定目標(biāo)群體的選擇和產(chǎn)品的定位是可持續(xù)營(yíng)銷(xiāo)的戰(zhàn)略決策-除了社會(huì)和生態(tài)產(chǎn)品質(zhì)量。一般來(lái)說(shuō)，使用地理、人口、心理和行為變量來(lái)劃分消費(fèi)者市場(chǎng)。消費(fèi)者的社會(huì)生態(tài)意識(shí)是一個(gè)可以利用的心理細(xì)分變量。根據(jù)這一標(biāo)準(zhǔn)，可以區(qū)分三個(gè)不同的消費(fèi)群體（Belz,2006,2008）。第一類(lèi)人有很高的社會(huì)生態(tài)意識(shí)，他們?cè)敢獍凑者@種意識(shí)行動(dòng)（“社會(huì)生態(tài)活動(dòng)者”）。從他們的觀點(diǎn)來(lái)看，社會(huì)和生態(tài)產(chǎn)品特征在購(gòu)買(mǎi)決策過(guò)程中發(fā)揮著非常重要的作用。通常這個(gè)消費(fèi)群體比較小，代表了可持續(xù)產(chǎn)品的創(chuàng)新者消費(fèi)者。第二組具有高水平的社會(huì)生態(tài)意識(shí)（“社會(huì)生態(tài)可接近性”）（Schmidt-Riediger,2008）。這一群體的成員通常愿意為增加的感知價(jià)值支付更高的價(jià)格，但當(dāng)涉及到產(chǎn)品的質(zhì)量時(shí)，他們不愿做出任何妥協(xié)。他們代表了可持續(xù)產(chǎn)品的早期適應(yīng)者。第三類(lèi)人對(duì)社會(huì)和生態(tài)問(wèn)題沒(méi)有特別的意識(shí)（“社會(huì)生態(tài)被動(dòng)型”）。通常，社會(huì)生態(tài)產(chǎn)品特征不被視為增值。因此，這個(gè)群體不愿意在性能或價(jià)格方面妥協(xié)。他們代表了采用可持續(xù)產(chǎn)品的大多數(shù)。根據(jù)消費(fèi)者的社會(huì)生態(tài)意識(shí)來(lái)細(xì)分市場(chǎng)的公司可以將目標(biāo)鎖定在三個(gè)主要群體中的一個(gè)。這些群體中的一個(gè)通常對(duì)應(yīng)于波特（