我国绿色营销的现状、困境及发展对策

Current Situation and Countermeasures of the Green Marketing in China

可持续发展已成为各国经济发展的重要诉求,绿色营销日渐成为国际市场营销的主流。我国绿色营销的外部环境不佳,其产生的外部不经济会造成价值的扭曲和不公平竞争;全社会性的绿色消费需求还没有形成;绝大多数企业仍未确立绿色营销理念。文章认为,要发展绿色营销,政府、企业、消费者必须三方共同努力,企业应坚持4Ps绿色营销战略创新,促进绿色营销发展。

Sustainable development has become the important requirement in economic development all over the world, and green marketing has become the mainstream of international marketing. The external environment of green marketing in China is not well, its external diseconomies caused value disorder and unfair competition; the whole demand of green marketing is not formed, and most of the enterprises haven＇t establish the idea of green marketing. This paper together, the enterprise should insist on 4Ps green marketing idea, so considers that the government, enterprise and consumer should work as to promote the green marketing.