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企业可持续发展中的绿色营销策略分析


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【摘要】

企业可持续发展中的绿色营销策略分析将绿色环保、可持续发展等理念渗透到市场营销策略中的思路是现代营销方式的新进展。同时将两者结合考虑的营销策略受到不少企业与研究人员的广泛关注。本文在综述我国绿色营销发展的现状基础上,结合传统营销理论知识,以爽口佳公司的绿色营销实施情况为案例,从企业内、外部环境与社会人文环境等不同的角度,分析其绿色营销策略实施后存在的问题。最终,考虑在生态、经济与社会协调发展前提下,探索解决目前采用绿色营销策略存在问题的可能途径,达到企业提高其市场占有率的目标。同时,为绿色营销与可持续发展合理而有效地结合,并发挥各自优势提供一定的理论支持。
关键词:绿色营销;可持续;发展;策略
Analysis on green marketing strategies in sustainable development of enterprises
Abstract: Putting green, sustainable development and other ideas into the marketing strategy of thinking is the new way of modern marketing. While the combination of the two to consider the marketing strategy by many companies and researchers of the widespread concern. Based on the review of the current situation of green marketing in China, this paper analyzes the green marketing strategy from the different perspectives of enterprise, external environment and social environment, based on the traditional marketing theory knowledge and the implementation of green marketing of Shuangkoujia Company. Finally, consider the ecological, economic and social development under the premise of exploring the current use of green marketing strategy to solve the existing problems, to achieve the goal of improving their market share. At the same time, for green marketing and sustainable development reasonable and effective combination, and play their own advantages to provide some theoretical support.
Keyword:green marketing; sustainable; development; strategy

 

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