对我国体育企业绿色营销策略的研究

Strategic research and environment-friendly marketing of sports enterprise in China

探讨了绿色壁垒给我国体育产品生产企业带来的影响,分析了当前我国体育产品的绿色营销现状,并提出了实施绿色营销提高我国体育产品国际竞争力的对策:创建和培育体育企业“绿色文化”;选择和实施合理的绿色营销组合策略;增强全民的体育绿色意识。

The paper analysed the influence of the environmental protection regulation on the sports product industry and the current environmental-friendly marketing of sports products in China. It proposed countermeasures to improve the international competition ability of the sports product industry in China, i. e., nurturing the environmentfriendly enterprise culture;choosing and practicing the appropriate environment-friendly marketing strategy;improving the environment-friendly awareness of the Chinese people.