绿色营销研究:内涵、现状与对策

日益加大的生态压力使人类不得不转变传统的生产生活方式,以绿色营销理念寻求经济发展与环境保护的平衡。在理论层面,界定了绿色营销的内涵、核心与特点,认为其有助于消费者利益、企业利益、社会利益和生态环境利益四者的统一。在实践层面,认为国内绿色营销的实施尚处于起步阶段,存在诸多不足,应从政府、企业和消费者三个维度采取相应措施,促进绿色营进一步发展。

The ever - increasing ecological pressure makes humans have to change the traditional production and life method, so green marketing concept search for the balance of economic development and environmental protection. On the theoretical level, define the connotation and core and features of green marketing, which contributes to unity of the four factors including interests of consumers, business interests, social interests and the interests of the ecological environment. On the practical level, the implementation of green marketing is still in its infancy, there are many deficiencies in three dimensions from the government, enterprises and consumers to take appropriate measures to promote the green marketing further development.