企业绿色营销与我国对外贸易

GREEN MARKETING AND OUR COUNTRY'S FOREIGN TRADE

本研究从绿色营销的角度出发 ,采用理论联系实际的方法 ,对我国企业在环保时代通过实施绿色营销举措打开国际市场的问题进行了较深入的探讨。通过实证分析和借鉴前人的研究成果 ,认为我国已具备了实施绿色营销的条件 ,但由于自身条件的限制及国际环境的复杂性 ,企业的绿色营销只有在政府的引导下才能有效地进行。为此 ,企业在政府的宏观调控下建立起“一种指导观念 ,一种管理体系 ,一种经营方式 ,一种引导途径”的“OMWR”经营管理模式 ,从而突破绿色贸易壁垒。

The study gives the advice on how our enterprises to open international market in environmental times in the point of view of green marketing. In order to break the green barrier,the enterprises should implement green marketing under the guide of government because of the complexity of international environment.Therefore the enterprises,led by the government,must establish OMWR management model,so as to break the green barrier and to control the situation that the harmful trash flows into our country.