企业营销渠道生态管理研究  

Eco-Management Study on the Marketing Channel of Enterprises

作　　者：邓德胜[1] 尉明霞[1] 

机构地区：[1]中南林业科技大学商学院,湖南长沙410004

出　　处：《中国流通经济》2011年第3期74-78,共5页China Business and Market

基　　金：湖南省软科学项目"长株潭城市群建设‘两型社会’的林业产业发展战略研究"(项目编号:2008ZK3025);湖南省社科基金项目"长株潭试验区新农村建设中的农业旅游问题研究"(项目编号:08YBB019);中南林业科技大学研究生学位与教育改革课题"企业管理硕士研究生创新能力培养机制研究与实践(2009~2010)"的研究成果之一

摘　　要：在生态文明建设与循环经济建设的大背景下,企业生态化管理成为一种趋势。企业营销渠道生态化关系到企业可持续发展的实现与生态文明建设的推进,为更好地降低成本、保护环境、维护生态和谐、实现综合效益、履行企业社会责任、形成市场竞争力,必须在企业营销渠道管理中实施生态管理。文章提出,为推动生态营销渠道的健康发展与整体优化,应转变观念,把生态概念渗透到企业文化与管理中去。一要制定营销渠道生态管理战略,二要构建生态渠道信息系统和生态价值网,三要选择合适的生态营销渠道成员,四要提高渠道生态成本管理意识,五要建立企业生态联盟。In the light of eco-cultural construction and circular economy,enterprises eco-management has become a kind of tendency.The construction of ecological enterprises marketing channel is of great significance for enterprises sustainable development and the construction of eco-civilization.To better reduce cost,protect the environment,maintain the eco-harmonious,realize the comprehensive profit,fulfill enterprises social responsibility and establish market competitiveness,we should implement eco-management in marketing channel management.The authors put forward that,to promote the health development and integrated optimization of the eco-marketing-channel,we should involve the view of Eco-management into enterprises culture and management.First,we should formulate the eco-management strategies for marketing channel;second,we should establish eco-channel information system and eco-value net;third,we should select suitable members for eco-marketing-channel;fourth,we should improve the conscious of eco-channel cost management;and fifth,we should establish enterprise eco-union.

关 键 词：企业生态 生态管理 营销渠道 渠道创新 

分 类 号：F713.50[经济管理—市场营销]