社会共生论下的绿色营销研究——目标、本质、机制与架构

Green Marketing Research on the Basis of Social Symbiosis ——Objectives, Nature, Mechanism and Structure

绿色营销理念的提出是人类营销活动演进过程中的一个巨大进步,它是实现人、社会、自然协调发展的营销活动管理流程与管理方法。绿色营销在目标、侧重点、客体、对企业生产的影响、对国与国之间的关系以及价值取向等方面均与传统营销具有明显区别,它更强调实现自然、社会、环境、企业、顾客与竞争对手间的共生共赢。在当今社会经济环境下,我国企业唯有在社会共生理念的指导下积极践行绿色营销,才能赢得竞争优势,促进企业与社会的可持续发展。

Putting forward the concept of green marketing is a great progress in the social development. Green Marketing is the marketing management process and method that aims to realize harmonious development among human, social and natu- ral .Green Marketing is different fi：om traditional marketing in the target, focus, object, the impact on production and other as- pects of the relationship among countries and values .It emphasizes the win-win among natural, social, environmental, business, customers and competitors. In today＇s situation , China can gain a advantage in competition and achieve sustainable develop- ment of enterprises and society only if the enterprises conduct the green marketing method based on Social Symbiosis.