从传统营销到绿色营销:企业可持续发展的路径分析

可持续发展战略的实施和绿色革命的兴起,为寻求环境保护与企业逐利之间的平衡点提供了新的可能。在政府的宏观指导下,企业将绿色理念融入整个营销过程,是适应时代要求,增强自身竞争力和取得长远发展的明智之举。揭示市场经济条件下,企业实施绿色营销是企业可持续发展的必然选择,分析了绿色营销的外部性与企业行为的冲突,营销创新和技术创新能力不足对实施绿色营销的制约,进而提出了我国企业实施绿色营销战略的思路及对策。

From Traditional Marketing to Green Marketing:The Path Analysis of Enterprise Sustainable Development

The implementation of sustainable development strategy and the rise of green revolution supply a new possibility for the balance of environment protection and enterprise profit. With the governmental macro guidance, enterprises melt the green conception into entire marketing process, which is favorable for them to adapt to age request, improve self-competitiveness and acquire long-term development. This paper attempts to expound that implementing green marketing is an inevitable choice for sustainable development of enterprise under the circumstance of market economy. The conflict of green marketing externality and corporation behavior, the deficiency of marketing innovation and technology innovation restrict the implementation of green marketing. Finally, concrete proposals are put forward for carrying out the green marketing strategy in enterprises of our country.