【作者】 姜洋；

【导师】 王兆君；

【作者基本信息】 东北林业大学 ， 企业管理， 2006， 硕士

【摘要】 生态问题和经济社会的可持续发展已成为世界关注的焦点。经济全球化和贸易自由化使得关税壁垒和传统的非关税壁垒作为贸易保护手段的作用逐渐减弱，我国的主要贸易伙伴如欧盟、美、日、新加坡等国环保法规日益完善，标准日渐严格，绿色壁垒应运而生。同时我国对外贸易依存度以及企业对国际市场的依赖程度不断提高，我国企业应该构建适合本国的营销战略，寻求内部资源能力与外部环境的动态平衡，才有可能获得生存、发展。实施绿色营销战略是21世纪国际营销战略的大趋势，中国企业面对的是全世界注重环保的绿色顾客，在生产力方式和消费方式发生了根本性改变的情况下，在“绿色壁垒”以其技术高、灵活多变并对我国企业参与世界竞争造成了压力的今天，实施绿色营销战略是企业必然的选择和制胜的法宝。 本文共六部分。第一部分为绪论部分，包括本论文的研究背景，研究目的、意义和研究方法等。第二部分主要是理论研究，包括绿色壁垒理论和绿色营销理论。第三部分是对绿色壁垒的经济学分析，主要包括绿色壁垒的外部性的经济分析和经济学中的外在理论两部分。第四部分是分析绿色壁垒对我国企业营销的影响，包括对我国绿色壁垒的总体评价、绿色壁垒对我国营销的积极影响、消极影响及障碍因素。第五部分包括基于绿色壁垒影响下的我国企业营销战略构建、相应对策及案例分析。第六部分是结论部分。更多还原

【Abstract】 Biology problem , sustained and stable development of economic society have become a concerning focus in the world. Economic glaciations and trade freedom make duty barrier and traditional non-duty barrier as function of means in trade protection are gradually weaker. Main trade partners such as European Alliance, America, Japan, Singapore est., in which their environment laws are ever improved and severe. Green Barrier is coming into being. At the same time, dependent degree of foreign trade in our country is improved. Business dependent degree on international market is ever increasing. Only when our country constructs the strategy suitable to our own country and seek dynamic balance between internal resource capacity and external environment, can our country obtain the opportunities to survive and grow. Application of green marketing strategy is a big trend of international marketing strategy in 21 century. Chinese business faces the green customers paying much attention to the environment protection all over the world. Under the condition of the ways of productivity and consumption being radically changed. Green barrier with high technology and flexibility puts great pressure on our country’s Business when our business takes part in international competition. Application of green marketing strategy is necessary and successful choice.There are six parts in the paper. The first part (Chapter One) is the introduction , including research background, research purpose, significance and method. Second part (Chapter Two) is a theoretical part, including theories about green barrier and green marketing. The third part (Chapter Three) is the analysis of economics on green barrier, including the external analysis about economics on green barrier. The fourth part (Chapter Four ) is green barrier influencing on our country1s marketing, including the whole evaluation of our country’s green barrier, green barrier’s positive and negative effect on our marketing and barrier factors .The fifth part ( 5,6,7 Chapters ) is including the construction of our business marketing strategy based on green barrier, relative strategy and cases analysis. The six parts is the conclusion.更多还原