试论绿色营销的根本要求

On the Basic Demand of Green Marketing

绿色是一种理念、哲学和文化,它会影响人们的思想观念和生活方式。随着国际经济发展注重环保与可持续发展趋势的增强,绿色营销正逐渐成为企业价值观念,是企业创造财富、获得利益的重要途径。中国加入WTO后,实施绿色营销工程,是国内企业调整经营结构、开发产品、促进和引导消费,提升持续竞争力的必然选择;实施绿色营销工程,其根本要求是产品绿色化,即生产环境绿色化、生产过程绿色化、产品本身绿色化。

The color of green is a kind of concept, philosophy and culture. It may influence people's thinking and life style. With the development of international economy, more attention is paid to the environment protection and continuable development. Green marketing is gradually becoming the value conception of the enterprises and a main way to create wealth and gain profit. After China's entry into WTO, the practice of green marketing engineering is the inevitable choice of enterprises' adjusting marketing structure, developing new products, promoting and leading the consumption and strengthening the competition; the basic demand is the green products, green productive environment and process.