绿色营销——国内企业实现可持续发展的必然选择  

Green-Marketing:Inevitable Choice for Domestic Enterprises to Achieve Sustainable Development

作　　者：仇立[1] 

机构地区：[1]天津大学管理与经济学部,天津300072

出　　处：《山东师范大学学报（人文社会科学版）》2012年第2期94-102,共9页Journal of Shandong Normal University(Humanities and Social Sciences)

基　　金：国家社科基金项目"改革开放30年来我国青年价值观变迁轨迹与发展趋势研究"(08BSH044)的阶段性成果

摘　　要：绿色营销是指企业在市场营销活动中将经济效益与环境效益、社会效益相结合,以保持人与自然环境、人与社会环境的高度和谐的营销方式。环境、资源等问题现已成为世界各国关注的焦点,树立绿色观点,制定绿色计划,开发绿色产品及制定绿色营销组合策略,是我国企业走出国门、进军国际市场并实现可持续发展的基本途径。系统梳理绿色营销理论,基于SWOT态势分析将诸多因素相互作用的结果进行综合评价,可对国内企业实现生态、经济、社会的持续性及和谐统一提供相关佐证。Green-marketing refers to the marketing mode in which the economic,environmental and social benefits are combined in marketing activities in order to maintain the highest degree of harmony of natural environment,human and social environment.At present,environment,resources and other issues have become the focus of all the countries of the world.And to adopt a combination strategy of cherishing a green point of view,laying down green initiatives,and developing green products and formulating a green marketing theory is,therefore,the basic approach for China＇s domestic enterprises to go abroad,enter the international market and achieve sustainable development.Through systematically analyzing the green-marketing theory and comprehensively evaluating the interaction outcome of many factors based on the SWOT,relevant evidence will be obtained for achieving ecological,economic,and social sustainability,harmony and unity of domestic enterprises.

关 键 词：绿色营销 可持续发展 环境保护 低碳经济 

分 类 号：F272.3[经济管理—企业管理]