市场综述项目背景概况 2004年4月,联各国开发计划署(UNDP)/全球环境基金(GEF)中国节能氟利昂替代冰箱广泛商业化障碍消除项目委托麦肯光明广告公司策划制作项目广告。其主要目的在于引导中国消费者选购节能环保冰确,以达到有效控制全球温室效应的最终目标。节约能源和环境保扩是目前整个世界所面临的两大重要的环境问题。人们任其所愿地从地球获取各种资源。因此,从某种角度讲,节约能源就是环保。在很多中国消费者心国,对于节约能原的理解只限于省钱而不是理解为是一种环保行为。目前中国有超过1.3亿台冰箱,冰箱用电目前已占全部用电的50％。目前,中国仍然以煤为主要资源进行电力生产,排放大量二氧化 Market Overview Project Background In April 2004, UNDP (UNDP) / Global Environment Facility (GEF) commissioned McCann-Erickson Advertising Co., Ltd. to produce project advertisements for the wide commercialization of China’s energy-saving Freon replacement refrigerators. Its main purpose is to guide Chinese consumers to purchase energy-saving and environmental protection ice in order to achieve the ultimate goal of effectively controlling the global greenhouse effect. Energy conservation and environmental protection are the two major environmental problems facing the entire world at present. People get whatever they want from the earth. Therefore, in some ways, saving energy is environmental protection. In many Chinese consumers, the understanding of conservation is limited to saving money rather than being interpreted as an environmental act. At present, there are over 130 million refrigerators in China, and the refrigerator electricity currently accounts for 50% of the total electricity consumption. At present, China still uses coal as the main resource for electricity production and emits large amounts of dioxide