企业绿色营销的现状及对策
摘要：随着经济的日益发展，国内外对于绿色营销现状及对策的研究得到进一步发展，表明绿色营销已经成为国际关注的问题。但是绿色营销在我国起步较晚，虽得到一定程度的发展，但面临绿色消费需求尚为形成，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。本文的研究内容是绿色营销的背景、特征，从国内和国际形势分析绿色营销的必要性，以及企业和政府应该从哪些方面努力，制定哪些策略使企业走上绿色营销的道路，研究的意义是加深人们对绿色营销的认识，使绿色营销成为我国市场营销的主流。
关键词：绿色营销 现状分析 策略研究
Study on status quo and strategy of China’s enterprise green marketing
Abstract：Along with the development of economy, green marketing situation at home and abroad and the countermeasures to further study, green marketing has become an international concern. But green marketing in China, although have a certain degree of development, but the green consumption demand is formed for most enterprises green marketing is still not establish, production management way, marketing mix strategy behind doesn't fit and government measures such as obstacles. This research contents of green marketing is the background, features, from domestic and international situation analysis, the necessity of green marketing and business and government should do, what to make of green marketing strategy of the enterprise on road, significance of research is to deepen the understanding of green marketing, green marketing become the mainstream of marketing.
Key words: Green marketing analyze the current situation Strategy research
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