浅析美国企业生态营销演进历程及对我国的启示

A Brief Analysis of the Gradual Progress in Ecological Marketing of American Enterprises and Its Enlightenment to China

可持续发展战略仅仅停留在政府宏观层面将很难可持续地发展下去 ,只有渗透到企业、消费者这些微观主体的决策思维中才能得以贯彻实施。企业营销行为是渗透的最大突破口。通过研究美国生态营销演进历程 ,从宏观和微观两个层面分别提出了确立政府的主导地位、建立市场化运作的专业团体、重建企业营销道德评价体系 ;重新认识环境压力、重新组织企业机制、重新确立营销组合等建议 ,期望推进我国企业向可持续营销战略迈进。

It is difficult to develop for the sustainable development strategy to remain in the level of government macroeconomics,only to infiltrate into the enterprises and into the decisive thinkings of the consumers,these microeconomic bodies,to make the strategy implement.The breach of the infiltration is the business marketing.By studying the ecological marketing from two points of macro and micro economics,the paper puts forward respectively that we should establish the leading position of the goverment and set up the professional group of the marketing operation and reestablish the moral evaluation system of the business marketing as well as that we should anew recognize the pressures of environment and reorganize the mechanizm of enterprises and reestablish the combination of marketing,and expects to push China's enterprises to stride forward towards the sustainable development strategy.