绿色营销内涵与要素探析

Analyses on the Connotation and Element of Green Marketing

绿色营销是21世纪营销发展的主流,是追求消费者、企业和社会三者利益和谐而统一为目标的一种新的经营理念。实践绿色市场营销战略是当今实施可持续发展战略的必然要求,也是企业在新形势下生存和发展的必然要求。把握绿色营销的内涵和要素对于实践绿色营销具有现实而重要的意义。

Green marketing is the main trend of marketing development in the 21st century, a new concept of marketing which aims at pursuing a unified and harmonious goal of interest between consumers, enterprises and the society. Practicing green marketing strategy is an inexorable need of carrying out the strategy of sustainable development, and also of the new situation in which enterprises try to survive and develop. To understand the connotation and dement of green marketing is of realistic significance to practice green marketing strategy.