营销创新:对传统营销运作模式“绿化”的探讨

Innovation of Marketing:Study of Greening on the Traditional Marketing Operation Model

从20世纪70年代起,以保护环境与保护地球为宗旨的环保运动在全球蓬勃兴起,各国相继爆发了以“绿色食品”为主导的“绿色革命”。与此同时,这种绿色革命正波及各行各业,日益影响着企业的经营与营销,终于在80年代末90年代初产生了一种全新的营销创新模式———绿色营销。文章探讨了传统营销运作模式“绿化”的过程,即产品、价格、销售渠道、促销的“绿化”过程,并分析了其在企业实际经营过程中的具体运作与应用。

From the 70＇s of 20 centuries, with the booming of movement of protection of environment and me earth,“ green revolution” vigorously spring up one after another in the word. At the .same time, this kind of green revolution is increasingly affecting all trades and professions, the management of enterprise and marketing As a result ,a new marketing model --green marketing is introduced （during the time from thelate80＇s to the early 90＇s）. This paper is mainly about the greening process of the traditional marketing operation model.