绿色营销的真实性选择:企业和消费者间的博弈

Truthfulness Choice of Green Marketing:a Game between the Enterprises and the Consumers

绿色营销是一种新的营销理念和营销模式 ,企业实施绿色营销不仅涉及到自身经营的众多环节和方面 ,而且受消费者购买决策的影响。绿色营销的真实性选择是企业和消费者间博弈的结果。完全信息下的静态博弈和动态博弈结果表明 ,企业与消费者都会对绿色营销做出积极的反应 ,但消费者的选择决定企业的选择 。

Green marketing is a new concept and mode of marketing.Green marketing's implementation in the enterprise not only involves many chains and aspects in its operation,but also is affected by the consumers' purchasing decision.The truthfulness choice of green marketing results from the game between the enterprises and the consumers.The static and dynamic game under the complete information show that the enterprises and the consumers bath respond actively to green marketing,but the consumers' choices decide the enterprises' choices,and at the same time,the effect of the government and the medium should also be specially paid attention to.