食品企业实施绿色营销的消费者博弈分析  

The Consumers Game Analysis of Green Marketing of Food Enterprises

作　　者：李红[1] 陈珺[1] 

机构地区：[1]南昌大学经济与管理学院,江西南昌330031

出　　处：《中国市场》2009年第6期36-38,共3页China Market

摘　　要：步入21世纪以来,人们的生活水平日益提高,对日常饮食的质量要求也逐渐提高。食品企业实施绿色营销战略已是大势所趋,但是受绿色市场的信息不完全、消费者的绿色消费意识不足以及政府的监管力度不严等因素的影响,绿色营销举步维艰。本文讨论了消费者与绿色营销食品企业、非绿色营销食品企业以及虚假营销食品企业之间的博弈,在此基础上提出了建议。Since entering the 21st century, the living standards of people are increasing everyday. At the same time, people＇s requirements of the quality of daily dietary are increasing gradually. To implement green marketing strategy is the general trend for food enterprises. However, due to incomplete information of the green market, the lack of awareness of green consumption of consumers, as well as slack government supervision and other factors, green marketing implement difficult. This paper discusses the Games between consumer and green food enterprises, between non-green marketing food enterprises and false-green marketing food enterprises. Being based on these, the author puts forward suggestions.

关 键 词：绿色营销 食品企业 消费者 博弈 

分 类 号：F426.82[经济管理—产业经济] F205F224.32