企业绿色营销的经济学分析

【作者】 何汉艺；

【导师】 王卉；

【作者基本信息】 西南财经大学 ， 政治经济学， 2006， 硕士

【摘要】 二十世纪五、六十年代以来,人类社会生产力以空前的速度发展,人类创造了前所未有的物质财富,极大地提高了物质生活水平,推动了文明的发展。但是,伴随着科技的发展和生产力的提高,一个触及全人类的利益、并将危及人类文明的全球性问题出现了:与人类生活密切相关的环境,一方面为人类的生存与发展提供了物质基础,另一方面又承受着人类为了生存与发展所带来的危害。从上世纪九十年代开始,国际社会及各国政府纷纷通过了节约资源、保护环境的宣言或决议,制定了可持续发展战略。在绿色意识的指引下,人们开始提倡绿色生产,崇尚绿色消费。在国际、国内可持续发展战略的推动下,也是在日渐增大的绿色消费需求的拉动下,企业面临着改善生产经营方式,使之与自然环境相协调的压力,同时也获得了一个开发绿色消费品市场的机遇。在压力和机遇的双重推动下,现代企业管理出现了一股绿色营销的浪潮,绿色贯穿到企业生产经营的全过程之中。因此,绿色营销是企业顺应绿色潮流、满足绿色消费需求的必然选择。绿色营销将是二十一世纪企业营销的主流。在理论上,企业绿色营销与可持续发展是相互关联的一个统一体,两者的目标是一致的,即合理地利用自然资源,有效地保护环境,保证社会经济永久地持续地向前发展。具体来说,可持续发展是企业绿色营销的理论基础,企业绿色营销是实现可持续发展的基本手段。在现实上,企业绿色营销是各国政府实施可持续发展战略的要求和结果,也是企业适应国际贸易环境变化的结果,更是绿色消费需求拉动、企业追求经济利益和长远发展的结果。企业绿色营销具有外部性,包括外部经济性与外部非经济性。企业绿色营销的外部性主要是外部经济性,但其外部非经济性也不容忽视。企业绿色营销的外部非经济性主要表现为“搭便车”、虚假广告和造成市场资源配置低效。企业绿色营销的外部性对相关主体(政府、企业和消费者)的决策都有直接的影响,因此需要政府的干预。政府更多还原

【Abstract】 Since the the50’s and 60’s of 20th century, productivity has been developing at unprecedented speed, and mankind has created unprecedented material wealth, thus greatly enhancing the human material standard of living, promoting human civilization. However, accompanied by the development of technology and increased of productivity, a number of problems endangered the interests of all mankind and the existence of human civilization. Such as environmental problem, on the one hand environment supplies human with material, on the other hand it has suffered from the hazards produced by human. From the 1990s of last century onwards, the international community and governments in various countries have adopted energy resources, environmental protection declaration or resolution to develop the strategy of sustainable development. With the guidance of green consciousness, people began to promote the green production and advocate green consumption; enterprises are facing to the pressure of improving production methods and coordinating them with the natural environment and getting opportunities to develop a huge green consumer market. The modern enterprise management have emerged a wave of green marketing and green run through the operation of enterprises. Evidently, the green marketing is the inevitable choice to meet consumer demand. Green marketing will be the mainstream of the 21st century’s enterprise marketing.In theory, green marketing and sustainable development is interrelated, their goals are consistent, viz. to use natural resources rationally, to protect the environment effectively and to ensure socio-economy to develop permanently and sustainably. Specifically, sustainable development is the theoretical foundation of green marketing, green marketing is the basic means to achieve sustainable development.更多还原