中国企业绿色营销的现状与对策
摘要：绿色营销，是指企业以环境保护观念作为其经营思想，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。面对日益复杂的国际环境，我国的企业应该建立绿色营销模式。本文总结了当今人们对绿色营销的认知与实践,通过对“绿色”概念的再诠释,从新的视角探讨了绿色营销的崛起与发展,以及绿色运营过程管理和绿色营销组合策略等问题,为现代企业构建绿色竞争优势奠定基础。
关键词：绿色营销；营销观念；市场营销组合
Study on status quo and strategy of China’s enterprise green marketing
Abstract ：Green marketing, it is to show enterprise with environmental protection concept as its management idea, green culture as its value to customers for the starting center and green consumption, and strive to meet consumers' demand of green marketing strategy. Facing the increasingly complex international environment, our country's enterprises should establish green marketing mode. This paper summarizes the current of cognition and practice of green marketing, based on the concept of "green", again from a new Angle discusses the rise and development of green marketing, operation process and green marketing mix strategy management and green, green for constructing the modern enterprise competitive advantage lay the foundation.
Key words ：Green marketing; Marketing concept; Marketing mix
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