我国企业绿色营销问题与对策探析  

The Problems and Countermeasures of Chinese Enterprises' Green Marketing

作　　者：吴俊杰[1] 

机构地区：[1]东北大学文法学院,辽宁沈阳110819

出　　处：《生态经济》2010年第12期129-131,162,共4页Ecological Economy

基　　金：辽宁省教育厅2009年度高等学校科研项目"辽宁企业绿色营销的困境与对策研究"(2009A610)

摘　　要：我国企业实施绿色营销是在人类绿色需求的推动下,对传统消费模式和发展模式进行反思而做出的符合时代背景的选择。文章对绿色营销的内涵进行了界定,分析了企业实施绿色营销在保护环境、提高资源利用率、促进绿色文化建设、形成科学的消费文化等方面的重要意义,在深入剖析目前我国企业在绿色营销方面存在的问题的基础上,从企业强化绿色意识、开发绿色产品、开展绿色促销,政府加强管理和监督,开展技术创新、培养消费者绿色消费意识等方面提出了促进企业实施绿色营销的对策。The green demand of people and the reflection of the traditional consumption pattern and the traditional development pattern generated the Chinese companies＇ green marketing.The article gives a definition of green marketing and analyzes the significance of Chinese enterprises to carry out green marketing in protecting the environment,improving resources utilization rate,promoting green culture construction,forming scientific consumption culture and other aspects.On the base of dissecting the problems of Chinese enterprises＇ green marketing,this article promotes the countermeasures of Chinese enterprises＇ green marketing from the different aspects such as strengthening green consciousness of enterprises,developing green products,developing green promotion,strengthening the management and supervision of the government,technology innovation and cultivating the consumer awareness of green consumption

关 键 词：企业 绿色营销 问题 对策 

分 类 号：F273.1[经济管理—企业管理]