摘要
本文认为,目前我国的绿色营销任重道远。从消费者方面来看,其绿色消费意识相对于发达国家还处于“初级阶段”;从企业方面来看,大多数企业实施绿色营销只是一种被动的措施,企业的营销组合策略与绿色营销不相适应;从政府方面来看,主要采用经济手段或行政手段来保护环境,在执行过程中,以权代法、以言代法、有法不依和执法难的现象普遍存在。文章提出,企业要搞好“绿色营销”,必须树立绿色营销观念,搜集绿色信息,开发绿色产品,重视绿色包装,制定绿色价格,实行绿色分销,开展绿色促销,争取绿色标志,实施绿色管理。
The author maintains that China＇s Green Marketing shoulder heavier responsibilities in current times. In terms of consumer, their green conscious is still at ＂a primary stage＂; in terms of the enterprises, most of them are not positively implementing green marketing; in terms of the government, it is protecting the environment only by the use of economic or administrative means. The author points out that, to do a better job in green marketing, the enterprises should take such measures as seeing the importance of green marketing, collecting more information, developing more green product, paying more attention to package, and implementing green management.
出处
《中国流通经济》
CSSCI
北大核心
2006年第9期46-49,共4页
China Business and Market
基金
2005年度河南省哲学社会科学规划项目<消费结构升级与河南战略资源调整研究>(批准号:2005FJJ030)的部分研究成果。
关键词
绿色营销
可持续发展
绿色管理
Green management
Sustainable development
Green management
