发布时间 : 星期五 文章绿色营销在我国的发展现状及策略更新完毕开始阅读
目 录
摘要?????????????????????????
Abstract?????????????????????????
1.绿色营销的基本概念?????????????????????????
1.1绿色营销的内涵??????????????????????????? 1.2.1企业绿色营销的目的 ??????????????????????? 1.2.2绿色营销产生的原因 ???????????????????????? 1.3色营销的特点 ???????????????????????????? 1.4立绿色营销观念????????????????????????????
1.5色营销的功能 ????????????????????????????
1.6色营销的兴起????????????????????????????? 2.绿色营销在我国的发展现状?????????????????????? 2.1我国绿色营销取得的成绩??????????????????????
2.2我国绿色营销存在的问题??????????????????????? 3.我国实施绿色营销的策略????????????????????????
3.1绿色营销中的政府策略????????????????????????? 3.2绿色营销中的4P策略????????????????????????? 4.绿色营销对我国经济的影响??????????????????????? 4.1绿色经济的概念 ??????????????????????????? 4.2绿色经济实现科学发展观???????????????????????? 4.3发展绿色经济建设两型社会??????????????????????? 4.4发展绿色经济实现可持续的未来????????????????????? 5.发展绿色营销的意义?????????????????????????? 5.1 从战略思维的高度重新认识绿色营销的发展意义??????????????
5.1.1 绿色营销可促进资源合理配置，提高资源的使用效率?????????? 5.1.2 绿色营销可促进社会可持续发展战略的实施???????????? 5.1.3 绿色营销有利于企业的国际化经营?????????????????
5.2 从战术层面的角度重新审视绿色营销的发展意?????????????
5.2.1 绿色营销有利于企业占领市场和扩大市场销路????????????
5.2.2 绿色营销可营造绿色文明，促进企业塑造绿色文化???????????
5.2.3 绿色营销可构建绿色企业形象，赢得独特的竞争优势?????????? 5.2.4 绿色营销有助于企业提高经济效益?????????????????
6.结论??????????????????????????????????? 参考文献???????????????????????????????????致谢??????????????????????????
绿色营销在我国的发展现状及对策
李世霞 管理学院市场营销八班
[摘要]随着社会经济的发展和人类文明的进步,绿色意识逐渐深入人心，绿色营销将成为21世纪营销的主流,这是因为社会可持续发展战略呼唤绿色营销。绿色营销的宗旨是节约材料耗费,保护地球资源;确保人们使用产品的安全、卫生、方便,以提高生活质量和洁净人们的身心,优化生存空间。在分析我国绿色营销发展趋势、绿色营销经验和我国发展实际的基础上,认为我国正处于进行绿色食品营销、拓展国际市场的机遇期。通过分析我国实施绿色营销的现状和面临的问题,并提出了实施绿色营销相关的策略。近些年来，环境污染比较严重，人们也逐渐认识到保护生态环境，防止污染的重要性，全球环境保护意识增强，世界各国经济都在实施可持续发展战略，强调经济发展应与环境保护相协调。随着国民经济的发展和人民生活水平的提高，公民的环保意也在逐步增强。传统的营销正逐渐被绿色营销所取代。 在国内大多数企业的绿色意识仍很淡薄，还没有完全意识到绿色营销的重要性，对如何实施绿色营销也比较模糊。由于绿色营销起步较晚，仍然存在很多问题。为了使企业能够长期的发展，走上企业与社会可接续发展的道路，实施绿色营销是每个企业的必然选择，而如何在企业中实施绿色营销是我们所共同关心的话题。
[关键词]绿色营销；现状；问题； 营销对策
Green marketing's development present situation in our
country, and puts forward the countermeasures
LiShiXia College of management, marketing class eight
[Abstract] With the development of social economy and the advance of the human civilization, green consciousness gradually thorough popular feeling, green marketing will become the mainstream of marketing in the 21 st century, because the social sustainable development strategy called green marketing. The aim of green marketing is to save material cost, and protecting the earth resources; To ensure that people use product safety and health, convenient, in order to
improve the quality of life and clean the body and mind of people, optimization of living space. On analysis of green marketing development trend, green marketing experience and the actual development in our country, the author thinks that our country is in the green food marketing, expand international market opportunity time. Through the analysis of the present situation of our country to carry out green marketing and the facing problems, and put forward relevant strategies to carry out green marketing. In recent years, environmental pollution is serious, people also get to know the ecological environment protection, prevent pollution, and the importance of global environmental protection consciousness, enhance the countries all over the world economy in
implementing the strategy of sustainable development and stressed the economic development and environmental protection should be consistent. Along with the development of national economy and the improvement of people's living standard, the citizens of the meaning also gradually to enhance environmental protection. The traditional marketing is gradually replaced by green marketing.
Most of the enterprise in China is still very weak green consciousness, is still not fully aware of the importance of green marketing, how to carry out green marketing is fuzzy. Because of green marketing start later, there are still a lot of problems. In order to enable the enterprise to long-term development, enterprise and society on the road of development can be in, and the green
marketing is the inevitable choice of every enterprise, and how to carry out green marketing in the enterprise is the topic of common concern.
[key words] green marketing; The present situation; Problem; Marketing countermeasures
1.绿色营销的基本概念
1.1营销的内涵
英国威尔斯大学肯·毕提教授在其所著的《绿色营销——化危机为商机的
经营趋势》一书中指出：“绿色营销是一种能辨识、预期及符合消费的社会需求,并且可带来利润及永续经营的管理过程。”绿色营销观念认为，企业在营销活动中，要顺应时代可持续发展战略的要求，注重地球生态环境保护，促进经济与生态环境协调发展，以实现企业利益、消费者利益、社会利益及生态环境利益的协调统一。从这些界定中可知,绿色营销是以满足消费者和经营者的共同利益为目的的社会绿色需求管理,以保护生态环境为宗旨的绿色市场营销模式。
概念一
所谓绿色营销是指企业在生产经营过程中，将企业自身利益、消费者利益和环境保护利益三者统一起来，以此为中心，对产品和服务进行构思、设计、销售和制造。
概念二
绿色营销是指企业以环境保护为经营指导思想，以绿色文化为价值观念，以消费者的绿色消费为中心和出发点的营销观念、营销方式和营销策略。它要求企业在经营中贯彻自身利益、消费者利益和环境利益相结合的原则。 概念三
所谓“绿色营销”，是指社会和企业在充分意识到消费者日益提高的环保意识和由此产生的对清洁型无公害产品需要的基础上，发现、创造并选择市场机会，通过一系列理性化的营销手段来满足消费者以及社会生态环境发展的需要，实现可持续发展的过程。绿色营销的核心是按照环保与生态原则来选择和确定营销组合的策略，是建立在绿色技术、绿色市场和绿色经济基础上的、对人类的生态关注给予回应的一种经营方式。绿色营销不是一种诱导顾客消费的手段，也不