【作者】 张汝根；

【导师】 叶柏青； 唐立峰；

【作者基本信息】 辽宁工程技术大学 ， 企业管理， 2005， 硕士

【摘要】 绿色营销是一个全新的营销观,是21世纪企业实现可持续发展的必然选择。因为可持续发展作为全球性的发展战略和行动指南,其基本要求就是人类的物质生产活动必须遵循生态平衡原则,实行经济与环境的协调发展。要求我们在日常的生产和消费行为中,重视环境保护与未来需求的满足,于是我国企业绿色营销的概念在营销理论与实践中应运而生。本文首先从可持续发展的思想演变入手,分析了我国企业绿色营销产生的背景,指出绿色浪潮的兴起是我国企业绿色营销产生的根本原因。接着分析了我国企业实施绿色营销面临的机遇与挑战,然后运用经济学的理论分析我国企业实施绿色营销面临困境即产业结构不合理、企业缺乏内在动力、市场环境问题等。最后,对我国企业实施绿色营销的模型进行分析,并提出了我国企业在绿色营销中实现可持续发展的对策,达到了理论与实践的统一。更多还原

【Abstract】 The green marketing is a complete new marketing idea, which is a necessary choice for enterprises to realize sustained development in 21st century. Because as a globalization developing strategy and action guide, the basic requirement of sustained development is that human being production activities must abide by the principle of ecological balance in order to realize the coordinating development of economy and environment. The emphasis on environment protection and future requirement satisfaction should be paid during our daily production and consumption behaviors, thus the concept of green marketing of our enterprises appears in marketing theory and practice accordingly.First ,this article begins with the idea of sustained development transition, analyzes the background of green marketing of our enterprises, points out the main reason that green marketing of our enterprises appears is green tide. then ,analyzes the facing chances and challenges during our enterprises implementation of green marketing. Second, analyzes the facing difficulties for our enterprises to implement green marketing with economics theory. i.e. impropriation of industrial structure, enterprises need internal dynamic, market environment problems etc. finally, analyzes the models for our enterprises to implement green marketing, and puts forwards the countermeasures for our enterprises to realize sustained development during green marketing, which realizes the integration of theory and practice.更多还原