中小企业应对TBT的绿色营销策略  

Green Marketing Strategy of SMEs to Deal with Technical Barriers to Trade

作　　者：蒋丽波[1] 

机构地区：[1]黑龙江建筑职业技术学院,哈尔滨150025

出　　处：《中国林业经济》2009年第1期51-54,共4页China Forestry Economics

摘　　要：中国加入WTO以来,对外贸易发展极为迅速。可近年来,我国71%的出口企业受到了国外技术性贸易壁垒(Technical barriers to trade,以下简称TBT)的冲击,其中实力薄弱、技术落后的中小企业居多。从这一现状出发提出我国中小企业应对TBT的方法,即绿色营销策略。首先,提出绿色营销的定义;其次,比较了绿色营销与传统营销在营销导向、营销目标和营销手段上的差异;再次,分析了绿色营销应对TBT的优势;最后,提出包括绿色产品、绿色价格、绿色渠道和绿色促销在内的绿色营销策略组合以应对TBT。The international trade of China has been developing rapidly since entering WTO. However, technical trade to barriers（TBT in short） has been recently raising alarms to exports of SMEs, 71 percent of China＇ s export enterprises are attacked by foreign TBT, including many SMEs. From this perspective, the dissertation studies ways of SMEs to deal with technical barriers to trade, namely, the green marketing strategy. First of all, it proposes definition of green marketing; Secondly, it compares green marketing and traditional marketing -oriented in marketing, marketing objectives and marketing differences; Again, it analysis the green marketing deal with the advantages of TBT; Finally, combinations of green marketing strategy including green products, green prices, green, green marketing channels and green sales promotion bring forward to cope with TBT.

关 键 词：技术性贸易壁垒 中小企业 绿色营销 

分 类 号：F273[经济管理—企业管理]