构建基于社会可持续发展的营销模式——可持续营销  

To Build up a Mode of Marketing Based on Social Sustainable Development——Sustainable Marketing

作　　者：卜庆娟[1] 

机构地区：[1]德州学院经济管理系,山东德州253023

出　　处：《德州学院学报》2008年第1期101-105,共5页Journal of Dezhou University

摘　　要：从社会可持续发展的角度再界定可持续营销为融合生态营销、绿色营销和社会营销为一体的营销观念,赋予了其更科学的内涵和外延,是与仅站在企业可持续发展角度界定的可持续性营销不同的一种营销观念。可持续营销的产生是一个自然而然的过程,在当前已经具备了其实践的环境可行性。但可持续营销观念的树立和行为的实施还是十分艰辛的过程,需要政府、企业、消费者、非政府性组织等各个角度提出相应的实施对策,才能使社会的可持续营销成为必然。To define sustainable marketing in terms of social sustainable development is a new concept of marketing, which combines ecological marketing, green marketing and social marketing together. It is different from the traditional marketing concept which is defined only on the basis of the sustainable development of business. The emerging of sustainable marketing is natural, and sustainable marketing has already possessed experience of practice here and now. The acquiring and implementing of sustainable marketing concept is quite difficult, and it provides corresponding implementing countermeasure from the various angles of government, business, consumers and non-government organizations, etc, and social sustainable marketing will be inevitable.

关 键 词：可持续营销 可持续发展 营销观念 

分 类 号：C96[经济管理—人力资源管理]