How to write the abstract of graduation thesis

The graduation thesis includes: opening report, literature review, thesis outline, literature translation and thesis, which are introduced in detail below.

The first is the opening report.

Take marketing as an example:

Thesis title: Factors restricting enterprises to implement green marketing and countermeasures.

Reason or significance of topic selection:

The rapid development of science and technology in 2 1 century has brought about rapid economic growth, but the ecological environment has been greatly damaged. People began to worry about their living environment, so they gradually began to consciously protect the environment, which gradually became a self-discipline behavior and a rational consumption that paid more attention to pollution-free and environmental protection. Under the guidance of this consumption concept, the concept of green marketing came into being and gradually occupied the mainstream position in the marketing of 2 1 century.

With the rapid development of economy and society, people pay more and more attention to health and environmental protection, and green consumption is in the ascendant. Green marketing has become an important measure for enterprises to keep pace with the times and achieve long-term development. At present, enterprises in China must consider how to adapt to and catch up with this trend, and strive to transfer their core competitiveness to green marketing, which will be related to the long-term development of enterprises.

Besides, I think the topic of green is closely related to our life. Recently, environmental problems and food safety have become increasingly serious, and we should attach great importance to them. Therefore, starting with the basic concept of green marketing, according to the present situation of enterprises in China, this paper analyzes the influence of green marketing on enterprises and various factors that restrict enterprises in China to carry out green marketing. Finally, the feasible countermeasures for enterprises to implement green marketing are put forward.

Academic review:

The existing green marketing research mainly includes:

I. Marketing

Wu Jian 'an said in marketing that green marketing mainly refers to the coordination of consumers' interests, enterprises' interests and environmental interests in marketing activities, which should not only fully meet consumers' needs and realize the profit target of enterprises, but also pay full attention to the natural ecological balance.

Green marketing includes green research, green market segmentation, target market selection, green marketing combination strategy, green logo and so on. The core of green marketing is that enterprises change the traditional marketing concept, coordinate with the environment, establish the concept of sustainable development, develop green products by improving the original backward production concept, and finally meet the various needs of consumers and fulfill the obligation of environmental protection. In addition, green marketing also includes encouraging consumers to make green consumption.

Second, the second edition of Marketing

Marketing is an applied science based on economics, behavior and modern management theory. Under the condition of socialist market economy, marketing theories, methods and techniques are not only widely used in enterprises and various non-profit organizations, but also involve all aspects of social and economic life. The book covers the basic knowledge, theories and skills of business administration, and introduces some new fields and concepts, which is very practical.

Three. General theory of marketing

Published by Renmin University of China Press, edited by Guo Guoqing, Doctor of Management. Based on the development of contemporary marketing theory and practice, this book comprehensively introduces the basic theories, strategies and methods of marketing, covering the knowledge points, basic theories and basic skills that business administration students should master when learning marketing. Among them, the analysis of marketing environment plays a great guiding role in the writing of the article, such as the changing trend of marketing environment inside and outside the enterprise, the identification of opportunities and threats brought by environmental changes, and the environmental analysis problems that should be paid attention to when applying marketing strategies.

Frame structure:

I. Introduction

Second, an overview of green marketing

(A) the basic concept of green marketing

(B) the development status and prospects of green marketing

Third, the impact of green marketing on enterprises

(A) the impact of green marketing on the macro environment of enterprises

(B) the impact of green marketing on the micro-environment of enterprises

Four, the factors restricting enterprises to carry out green marketing

(A) Problems in enterprise marketing

(B) backward mode of production management

Lack of support from consumer groups