绿色营销的风险分析与防范

On Risks of Green Marketing: Reasons and Preventing Measures

本文认为,绿色营销是传统营销的延伸和拓展,具有绿色性、持续性、外部经济性、系统性、混沌性和积累性等特征,绿色营销风险是由于绿色营销这种新的营销方式与环境的不协调而导致的,是绿色营销战略实施、市场开拓、产品销售与营销目标实现等方面的不确定性造成的。这种风险既有源于市场的市场风险,又有源于企业自身的非市场风险。文章指出,为防范绿色营销风险,应充分发挥政府的宏观调控作用;加强宣传、教育和引导工作,完善信息传递机制;要求企业增强绿色意识,重视绿色营销,把握绿色需求的变化趋势;加强绿色营销队伍建设,提高营销人员素质;注重实施联合绿色营销。

The risk of green marketing results from the unharmonious relation between green marketing and the environment, and also from some uncertainties of green marketing in aspects of the strategy implementation, market development, scales, and the realization of marketing goals. Therefore the risk, of green marketing can be categorized into market risks and non-market risks originated from enterprises themselves. In order to prevent the risk, governments should give a full play to the micro-economy control function; the information transmission mechanism should be perfected; enterprises should pay more attention to the green marketing, improve the quality of marketing personnel, and emphasize the allied green marketing.