包装企业实施绿色营销的现状及对策  

The Status and Measures of Packaging Enterprises in Implementing Green Marketing

作　　者：颜泳红[1] 林萍[1] 

机构地区：[1]湖南工业大学商学院,湖南株洲412007

出　　处：《包装学报》2011年第4期70-73,共4页Packaging Journal

摘　　要：包装企业实施绿色营销是企业提升持续竞争力的要求,是包装相关行业突破绿色贸易壁垒的要求,是我国发展循环经济的要求,也是世界环保潮流的要求。然而,我国包装企业存在专业化水平低、包装营销观念陈旧、包装产品定价不科学、销售模式落后、服务意识不强等问题。包装企业要在坚持绿色观念的基础上开展营销活动,遵循4R1D原则,把握市场趋势,制定反映环境成本的价格,完善销售渠道,先服务后生产,做好绿色公关。The choice of packaging enterprise in adopting the strategy of green marketing is not only the requirements of enhancing the competitiveness and breaking through the green trade barriers, but also the demands of developing the circular economy and keeping up with the international trend of environmental protection. However, the problems of low-level specialization, inaccurate concept of packaging marketing, unscientific product pricing, old-fashioned sales modes and weak awareness of service still exist in our packaging enterprises. The marketing activities should be carried on the basis of green conception by following the principle of 4R1D while grasping the market trend, setting the price with the reflection of the environment cost, improving the channel of sales, offering service before production and green public relations.

关 键 词：包装企业 绿色营销 销售渠道 环境成本 绿色公关 

分 类 号：TB488[一般工业技术—包装工程] F279.23[经济管理—企业管理]