我国企业发展绿色营销面临的挑战及对策

Challenge to the Green Marketing of Chinese Enterprises and Its Strategy

绿色营销是在企业生存环境发生变化的情况下提出的一种新的营销观念,引起了各国营销学界的普遍关注。“绿色”的中心意思是保护地球生态环境,促进人与自然、社会经济与生态环境的和谐关系,确保人类的永续生存和社会经济的永续发展。本文分析了我国企业实施绿色市场营销所面临的问题,并提出了解决措施。

Green Marketing is the new marketing conception posed under the circumstance in which the environment of enterprise＇s existence has changed. It has given rise to the widespread concern in marketing field in every country. The central meaning of ＂Green＂ is to protect Earth ecological environment, to promote the harmonious relationships between human beings and nature, social economy and ecological environment, and to ensure the eternal existence of the mankind and the everlasting development of the social economy. The paper analyzes the existing problems of Green Marketing, and probes into the solutions of the problems.