略论营销模式的“绿”化战略

Green Strategy in Marketing Mode

从绿色营销的产生、发展入手,充分认识可持续发展战略是人类文明发展的必然选择。通过对企业竞争态势的分析,提出了绿色营销是企业制定产品策略、销售策略、分析产品生命周期的重要前提,也是企业增强市场竞争优势的关键因素。绿色营销代表着市场营销的新趋势。并且从宏观和微观两个方面制定出实施绿色营销的对策。

With an analysis of green marketing's emergence and development, the paper concludes that the strategy of sustainable development is the necessary choice of the civilization. The competitive situation make green marketing a preinis for enterprises' pricing, selling, and analyzing product ' s life-cycle, as well as the essential element to gain competitive advantage. Green marketing represents the future trend. The paper also puts forward its implementation strategies at both macro and micro level.