社会责任驱动下的企业绿色营销

The Green Marketing Strategies under Driving Force of Corporate Social Responsibility

将社会责任作为重要驱动力之一进行分析,阐明新的有利于企业发展的动力因素。通过对政府、企业、消费者角色的演变过程的讨论,提出在科学发展观的指导下,企业社会责任如何驱动企业实施绿色营销,为绿色营销的发展指出了一条新路。特别是在金融危机的背景下,从某种程度上讲,"绿色化"就是"差异化",它使企业有别于其他企业,在履行社会责任的同时拥有独特的竞争优势。

Taking the social responsibilities as an important driving force, the author puts forward a new dynamic factor conducive to the development of enterprises. This paper, under the guidance of scientific development, states how to drive enterprise to carry out green marketing through the discussion of the role evolution of government,enterprises and consumers. And it also offers a new way for the development of green marketing. To some extent,＂green＂ means ＂differential＂, especially in the background of the financial crisis. Green enterprises have more social responsibilities as well as more distinct competitive advantages,which will make one enter- prises different from another.