企业生态营销指标体系的构建及评估  

CONSTRUCTION OF ENTERPRISE'S ECO-MARKETING SYSTEM AND EVALUATION

作　　者：田铭[1] 刘凌霄[1] 

机构地区：[1]吉首大学商学院,湖南吉首416800

出　　处：《南阳理工学院学报》2013年第5期25-28,共4页Journal of Nanyang Institute of Technology

基　　金：国家社科基金(12BJY027);教育部人文社科项目(11YJA790114)

摘　　要：企业生态营销是以普通营销为基础,重点把消费需求与企业利益及环保利益三者有机统一起来的营销方式。其绩效可以通过构建生态营销指标体系加以评估,从而发现企业生态营销活动存在的主要问题,为企业改进和提高营销业绩、实现规范管理提供参考。Based on common marketing,Eco-marketing is a way of marketing focused on uniting consumer demand with business inter- ests and environmental interests. Its performance can be evaluated by constructing index system of eco-marketing, in which the main problems of eco-marketing activities of enterprises can be found to improve and increase marketing performance, and to make reference to achieving Standardized management.

关 键 词：生态营销 指标体系 评估 

分 类 号：F274[经济管理—企业管理]