【作者】 杨春梅；

【导师】 陈立新；

【作者基本信息】 辽宁工程技术大学 ， 企业管理， 2005， 硕士

【摘要】 绿色营销是市场营销和环境保护相结合的产物,它是在市场营销的基础上,强调企业要承担高度的社会责任,以维护人类生存环境为经营目标。本文从政府的角度出发,在企业实施绿色营销的基础上,通过对绿色营销绩效的理论研究,构建绿色营销绩效系统,探讨了绩效系统的四个组成部分:市场环境超系统、理念系统、执行系统、控制系统; 在此基础上设计绿色营销绩效评价指标体系,运用模糊综合评价方法和层次分析法建立了绿色营销绩效综合评价模型; 为政府对企业实施的绿色营销提供综合评价方法,以期对绿色营销的不足之处给予指导。更多还原

【Abstract】 The green marketing is a product which the market marketing and the environmental protection unifies, it is in the market marketing foundation, emphasized the enterprise needs to undertake the high social responsibility, take maintains the human survival environment as the management goal. This article embarks from government’s angle, implements the green marketing in the enterprise in the foundation, through to the green marketing achievements fundamental research, constructs the green marketing achievements system, has discussed the achievements system four constituent: Market environment ultra system, idea system, execution system, control system; Designed the green marketing achievements appraisal target system in this foundation, the utilization fuzzy quality synthetic evaluation method and the analytic hierarchy process has established the green marketing achievements quality synthetic evaluation model; The green marketing which implements to the enterprise provides the quality synthetic evaluation method for the government, and the deficiency which appears in the implementation green marketing gives the instruction.更多还原