绿色营销在可持续发展企业中的应用与挑战  

Application and challenge of green marketing in sustainable development enterprises

作　　者：侯中乾 Hou Zhongqian(Hebei Vocational University of Industry and Technology,Shijiazhuang,Hebei,050091)

机构地区：[1]河北工业职业技术大学,河北石家庄050091

出　　处：《市场周刊》2024年第34期90-93,101,共5页Market Weekly

摘　　要：绿色营销作为一种以可持续发展为目标的市场营销活动,已成为现代企业提升竞争力的重要战略。这种营销策略不仅促进了企业经济效益的提升,还对生态环境保护和社会文明进步发挥了积极作用。文章从绿色营销的理论基础、应用实例和面临的挑战三个方面进行了分析,并提出了相应的对策和建议,以期对可持续发展企业的绿色营销有所启示。As a marketing activity aiming at sustainable development,green marketing has become an important strategy for modern enterprises to enhance their competitiveness.This marketing strategy not only promotes the economic benefits of enterprises,but also plays a positive role in ecological environment protection and social civilization progress.This paper analyzes the theoretical basis,application ex⁃amples and challenges of green marketing,and puts forward corresponding countermeasures and suggestions in order to provide reference for green marketing of sustainable development enterprises.

关 键 词：绿色营销 可持续发展 企业 应用 挑战 

分 类 号：F272[经济管理—企业管理]