绿色营销导入的博弈分析

A Game Analysis on the Introduction of Green Marketing

本文认为,绿色营销是一种新的营销理念和营销模式,企业导入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。绿色营销的导入是企业和消费者博弈的结果。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作出积极的反应,但消费者的选择决定企业的选择,而政府和媒介的作用也应予以特别关注。

Green marketing is a new concept and a new mode of marketing.In the introduction of green marketing,an enterprise should change its operation in many aspects,and will be affected by the consumers,purchasing decision.So the Introduction of green marketing can be seen as a game between the Enterprise and its Consumers.The consequences of the static and dynamic game in the complete information environment show that both the enterprise and its consumers will re-spond to green marketing enthusiastically,but the enterprise,s choice is depended on its consumers,choice.Meanwhile,the role of government and that of medium are also concerned.