生态伦理:企业营销优势凸显的内在机理剖析  

Ecological Ethics:the Inherent Mechanism of Competitive Advantage about Enterprise Marketing

作　　者：黄江泉[1] 邓德胜[1] 杨丽华[1] 

机构地区：[1]中南林业科技大学商学院,湖南长沙410004

出　　处：《江苏商论》2012年第4期69-72,共4页Jiangsu Commercial Forum

基　　金：国家社科基金课题"企业营销生态化绩效及实现路径研究"(11BGL037)阶段性成果

摘　　要：市场经济也是一种道德伦理经济,企业营销必须在一定的伦理规范下才能顺利取得既定目标。随着生态文明的来临,生态脆弱性越来越严重,生态政策约束性越来越紧,消费者生态消费意识渐浓,生态产品与生态技术价值日益凸显,企业营销必须适应这种生态发展趋势,严格遵循相应的生态伦理,主动开展生态化营销,唯有如此,才能实现生态环境约束的内涵式突破,才能实现"天人合一"的有序发展,才能在公众面前树立良好的生态伦理形象,才能在市场竞争中得以优胜。In fact,the market economy is ethical economy.A enterprise must follow some basic codes of ethics in order to successfully achieve its goal in the marketing.With the advent of ecological civilization,ecological fragility is becoming more and more serious,the constraint of ecological policies is more tighter,the awareness of consumer ＇s ecological consumption is more intense,the value of ecological production and ecological technology is more apparent.enterprise marketing must adapt to the ecological trend,strictly follow the corresponding ecological ethics,and initiatively implement ecological marketing.Only through this way,a enterprise can break through the restriction of ecological environment,orderly implement the development based on ＂harmony＂of nature and anthropology,establish a good ecological ethics image before of the public,in the end,gain competitive advantage.

关 键 词：企业营销 生态伦理 竞争优势 内在机理 

分 类 号：F713.3[经济管理—产业经济]