21世纪企业绿色营销观

内 容 摘 要

绿色营销观是以可持续发展为目标，经济与生态的协同发展的营销观20世纪90年代以来，风靡全球的绿色革命为企业带来了勃勃生机。树立绿色营销观念，开发绿色产品，开拓绿色市场，已成为21世纪企业营销发展的新趋势，也给企业创造了新的机遇。国外企业的实践表明，绿色营销顺应了人们的绿色需求，保护了地球的生态资源， 绿色营销在中国起步较晚，虽得到一定发展，但面临着全社会性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。我们必须采取相应对策，积极创造条件，努力使绿色营销逐步成为本世纪中国市场营销的主流。绿色消费将是二十一世纪以至更长远的未来的消费主流。绿色需求与绿色消费产生了巨大的绿色市场，从而推动了绿色营销的发展。绿色营销又叫做环境营销，是现代市场营销发展的一个重要方面，它代表了一种以可持续发展为直到思想，照顾生态层面的新的营销思维方式与操作模式。绿色营销对于人类生存、国家、企业、个人都有非常现实的意义，可持续发展是兼顾经济与环保的协调发展之路，侧重于宏观层面，后者偏重于微观层面，两者互为支持，最终促进全社会的可持续发展。

关键词：营销观   绿色营销观   企业
21st Century View of Green Marketing
        
       Abstract
 
Green Marketing concept is based on the objective of sustainable development, economic and ecological development of collaborative marketing concept since the 20th century, 90's, the green revolution sweeping the world has brought vitality to enterprises. Establish the concept of green marketing, the development of green products, open up a green market has become a corporate marketing to develop the 21st century a new trend, but also to create new opportunities. Practice shows that foreign companies, green marketing green response to the needs of people, the protection of the Earth's ecological resources, green marketing in China started late, though a certain development, but of the whole society is faced with the demand for green consumption has not yet formed, the vast majority of enterprises have not yet established the concept of green marketing, production management lags behind, marketing mix strategy to meet the needs as well as government measures such as barriers ineffective. We must take positive measures to create conditions to make green marketing of this century, China has gradually become a mainstream marketing. Green consumption as well as the twenty-first century will be more long-term future of the consumer mainstream. The demand for green consumption and green had a huge green market, thereby promoting the development of green marketing. Green marketing also known as environmental marketing, the development of modern marketing as an important context, it represents a sustainable development until the thought, to take care of the ecological aspects of marketing a new way of thinking and mode of operation. Green Marketing for the survival of mankind, the state, enterprises, and individuals have very real significance, is the balance between sustainable development and environmental protection co-ordination of economic development, focusing on the macro level, which focused on the micro level, the two complement each other support, ultimately promote the sustainable development of society as a whole.
Key words: marketing concept   green marketing concept   Enterprise

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