浅析企业实施绿色营销的策略
摘要
绿色营销是在绿色消费的驱动下产生的。所谓绿色消费，是指消费者意识到环境恶化已经影响到其生活质量及生活方式，要求企业生产、销售对环境影响最小的产品，以减少危害环境的消费。所谓绿色营销是指企业以环境保护观念作为其经营哲学思想，以绿色文化为其价值观念，以消费者的绿色消费为中心和出发点，力求满足消费者绿色消费需求的营销策略。绿色营销在中国起步较晚，虽得到一定发挥，但面临着全社会性的绿色消费需求尚未形成、绝大多数企业绿色营销理念仍未确立、生产管理方式滞后、营销组合策略不相适应以及政府措施不力等障碍。必须采取相应措施积极创造条件，大力发展绿色营销。绿色营销的实施，有助于企业构建绿色企业形象，赢得独特的竞争优势；也是企业和社会实现可持续发展的有效手段。本文就我国企业实施绿色营销的难点和对策进行研究。
关键词：绿色营销 ；实施 ；难点； 对策
Abstract
Green marketing is driven by green consumption. The so-called green consumption means that consumers are aware that environmental degradation has affected their quality of life and lifestyle, and require enterprises to produce and sell products with minimal impact on the environment in order to reduce the consumption that harms the environment. The so-called green marketing refers to the marketing strategy that enterprises take the concept of environmental protection as their management philosophy, green culture as their value concept, green consumption of consumers as the center and starting point, and strive to meet the needs of consumers for green consumption. Green marketing started late in China. Although it has been given play to a certain extent, it still faces obstacles such as the formation of green consumption demand of the whole society, the establishment of green marketing concept of most enterprises, lagging production management mode, unsuitable marketing mix strategies and ineffective government measures. Must take corresponding measures to actively create conditions, vigorously develop green marketing. The implementation of green marketing helps enterprises to build green corporate image and win unique competitive advantages; It is also an effective means for enterprises and society to achieve sustainable development. This paper discusses the difficulties and countermeasures of implementing green marketing in Chinese enterprises.
Key words: Green marketing; Implement; Difficult point; countermeasure
目录
浅析企业实施绿色营销的策略 I
摘要 I
Abstract II
目录 1
1.绪论 1
1.1研究背景 1
1.2研究目的 1
2.我国实施绿色营销的难点 1
2.1 绿色消费意识薄弱 1
2.2 企业准备不足 2
2.2.1企业思维观念未完全转换 2
2.2.2企业环境成本考虑欠佳 2
2.2.3企业绿色技术水平低下 2
2.3消费环境因素 2
2.4政策支持不足 3
3.我国实施绿色营销的对策 3
3.1加强绿色教育，营造绿色环境 3
3.2企业自身的改变 3
3.2.1树立绿色营销观念，提高环保意识 3
3.2.2 运用新技术，及时创新营销能力 3
3.3加强政府的支持 4
4.结论 4
参考文献 5
