生态文明背景下企业绿色营销战略实施的问题及对策  

Problems for Implementing Green Marketing Strategy under the Background of Ecological Civilization and the Countermeasure

作　　者：王海燕[1] 赵永胜[1] WANG Haiyan;ZHAO Yongsheng

机构地区：[1]无锡商业职业技术学院

出　　处：《商业经济》2019年第6期94-95,100,共3页Business & Economy

基　　金：江苏省高校哲社课题基金项目:生态文明背景下企业实施绿色营销战略的利益冲突及协调机制研究(2015SJ B344)

摘　　要：企业实施绿色营销战略有利于培养人们环保意识、提升企业经济效益、实现可持续性发展。而现阶段企业绿色营销的开展结果并不理想。在生态文明背景下,针对企业实施绿色营销战略存在的法律制度效应不足、缺乏绿色营销观念、绿色消费需求不足等问题,提出了加强法律法规约束力度、普及绿色营销观念宣传、加大企业相关技术投入、提高大众绿色消费意识的营销策略。进而使企业加快向绿色企业转型,满足社会和消费者的绿色需求,实现经济的可持续发展。The implementation of green marketing strategy in enterprises is conducive to cultivating people’s awareness of environmental protection, improving the economic efficiency of enterprises and achieving sustainable development. At present, the results of green marketing are not ideal. Problems for enterprises in implementing green marketing strategy include insufficient legal system effect, lack of green marketing concept and insufficient demand for green consumption. Under the background of ecological civilization, marketing strategies are put forward such as strengthening the restriction of laws and regulations, popularizing the concept of green marketing, increasing the investment of relevant technology in enterprises, and improving the public’s green consumption consciousness. In so doing, it will accelerate enterprises to transform to green enterprises, to meet the green needs of society and consumers and to achieve sustainable economic development.

关 键 词：生态文明 绿色营销战略 问题 对策 

分 类 号：F274[经济管理—企业管理]