绿色营销的博弈分析与对策探讨

Game Analysis and Countermeasures Discussion on Green Marketing

在对开展绿色营销博弈情境作出一定假设的基础上,对企业之间、企业和消费者之间、消费者自身的绿色营销选择情况进行了博弈分析。论述了实施绿色营销的必要性:绿色营销是经济可持续发展的必然要求;是绿色消费方式的必然选择;是环境问题法律化的必然结果。分析了绿色营销实施面临的问题,一是绿色营销的观念尚未确立;二是绿色需求的社会性尚未形成;三是绿色产品的生产性尚未形成。提出了绿色营销的实施对策:注重现代营销观念的宣传教育;规范绿色产品市场的竞争;加大绿色市场信息的透明度;加强环保、食品安全的立法工作。

On the basis of making certain assumption on the game context of carrying out green marketing,this paper conducts game analysis on the green marketing choice among enterprises,the green marketing choice between enterprises and consumers,and the green marketing choice of consumers.Then this paper expounds the necessity of implementing green marketing as follows： the green marketing is the inevitable requirements of sustainable development of economy;the green marketing is the inevitable choice of green consumption mode;the green marketing is the inevitable results of legalization of environmental problems.The problems faced by the implementation of green marketing are analyzed as follows： first,the concept of green marketing has not yet been established;second,the sociality of green demand has not yet taken shape;third,production characteristic of green products has not yet formed.The countermeasures of implementing green marketing as follows： pay attention to the propaganda and education of modern marketing concept;regulate the competition in the market of green products;strengthen transparency of green market information;reinforce the legislation work of food safety.