绿色营销:国内研究述评  

Green Marketing: Review of the Related Studies in China

作　　者：李荣庆[1] 

机构地区：[1]西南财经大学工商管理学院,成都610074

出　　处：《生态经济》2007年第4期96-99,共4页Ecological Economy

摘　　要：绿色营销在我国经历了起步、成长到成熟阶段。目前,国内对绿色营销的研究主要集中在绿色营销的内涵及其重要意义、绿色营销的理论基础分析、绿色营销在我国发展的障碍和对策及绿色营销的具体操作方面。今后,绿色营销研究的重点将是如下几个方向:在国民经济建设实践中如何真正落实,从理论上深入探讨发展绿色营销和发展和谐社会的关系,完善企业绿色营销实施的系统理论,加强对绿色营销与我国企业国际化进程的研究和增强绿色营销在各行各业的研究,以及在研究方法上注重定性分析和定量分析相结合。Green marketing has evolved from the stages of introduction and growth to the stage of mature in China. The recent researches of green marketing mainly focus on the connotation and significance of green marketing, analysis of its theoretical basis, hurdles of its development in China and the corresponding countermeasures and detailed procedures of green marketing. The study of green marketing will then revolve around the strict implementation of green marketing on the practice of the construction of our national economy, the relationship between the development of green marketing and the establishment of a harmonious society from a theoretical angle, improvement of the theoretical basis of the implementation of green marketing in an enterprise, and enhancement of the study of green marketing in the internationalized process of our enterprises, as well as in various industries. The thesis utilizes both qualitative and quantitative analysis methods in terms of research methodology.

关 键 词：绿色营销 理论 策略实施 

分 类 号：F274[经济管理—企业管理]