生态文明背景下的葡萄酒绿色营销战略研究

Green Marketing Strategies of Grape Wine under the Background of Ecology-Based Civilization

生态文明可以说是人类在反思传统工业文明基础上提出的一种新型的文明形态。在生态文明的背景下,各行各业更加注重发展生态经济,而绿色营销战略则是实现生态经济的市场保障和动力保障。葡萄酒行业也是如此。为了能够更好的契合市场经济形势的不断发展,葡萄酒行业需要制定行之有效的绿色营销战略,真正实现葡萄酒行业的可持续发展。因此,在这种情况下,就需要对葡萄酒行业的绿色营销战略进行深入的思考和研究。在介绍绿色营销的基础上,深入分析生态文明背景下葡萄酒行业实行绿色营销战略的必要性,并进一步探讨具体的绿色营销战略,希望对于我国葡萄酒行业的发展起到一定的参考作用。

Ecology-based civilization is a new form of civilization based on human＇s introspection of traditional industrial civilization. Under the background of ecology-based civilization, each industry focuses on the development of ecological economy more than before, and green marketing is the market security and dynamic guarantee for implementing ecological economy. Grape wine industry, in order to achieve sustainable development, should formulate effective green marketing strategies in practice. In this paper, we discussed green marketing strategies in grape wine industry and analyzed the necessities of implementing green marketing in grape wine industry, which could be used as reference for the development of grape wine industry in China.（Trans. by YUE Yang）