浅议绿色营销在我国企业中的实施

摘  要

实施绿色营销是实施可持续发展战略的需要，是21世纪绿色消费的要求，它有利于推进我国绿色产品的生产和我国经济的发展。纵观我国企业实施绿色营销的现状，还存在着绿色营销观念未得到企业的应有重视，消费者的绿色消费观念淡薄，绿色消费行为尚显幼稚，政府对绿色营销的调控措施尚有待加强，企业的营销组合策略不相适应的问题，因此，我们必须树立并重视绿色营销观念，提高企业绿色营销的积极性，加强消费者绿色消费观念的培养，引导正确的绿色消费行为，加强政府调控职能，有效调控企业的绿色营销，同时从开发绿色产品，制定绿色价格，开辟绿色通道，开展绿色促销活动这四个方面来完善企业的绿色营销组合策略。

关键词：绿色营销；问题；对策
ABSTRACT

Green marketing is the need of carrying out the strategy of sustainable development, and it’s also the demand of green consumer on 21st century, it will help to promote the production of green products and our economic development. Throughout our businesses to implement green marketing situation, there is also some problems, like enterprises have not been given due attention to the concept of green marketing, the consumer’s sense of green consumption is very thin, and the behavior of green consumption is very naive, the control measures of government to green marketing yet to be strengthened, marketing mix strategy of enterprises cannot meet. so we must establish the concept and the importance of green marketing, and improving the enterprises’ initiative of green marketing, strengthen the concept of green consumerism, guide the right behavior of green consumer and strengthen the functions of government regulation, to control the green marketing effectively, meanwhile we should carry out activities of these four aspects of green marketing to improve the company's green marketing mix strategy, like developing green products, making green pricing, developing green channels and carrying out green promotion.

Keywords:  green marketing；problems；strategies

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