摘要
环境和资源问题是21世纪以来全球面临的共同挑战。在党的十八大提出的生态文明的建设目标指导下,社会给予了绿色前所未有的高度关注。绿色营销在给传统企业提供了转型契机的同时,也给市场带来了大量的商机。本文通过对绿色营销发展历程的剖析,结合我国发展实际,对绿色营销的内涵做了进一步的探索,从企业、社会以及自然环境三个方面论述了我国企业进行绿色营销的必要性。
Environmental and resource issues are common challenges facing the world in the 21st century. The 18th CPC National Congress put forward the concept of ＂ five-in-one＂ , thus attracting too much focus on the environmental issue. Green has become the ultimate pUrsuit Of all walks of life, making green marketing not only an efficient method to enterprise transformation, but also a majestic opportunity to create great value.The paper analyses the development of green marketing and further enriches its connotation, and with the consideration of China＇s enterprise routine, we put forward the necessity of launching green marketing in China＇s enterprises from the three perspectives of business development, social livelihood and natural environment.
作者
郑傲
刘清晨
赵彬旭
Zheng Ao Liu Qingchen Zhao Binxu(School of Economics and Management, Beijing Forestry University,Yuxin Primary School of Capital Normal University, Beijing 100000, China)
出处
《管理观察》
2017年第3期38-40,共3页
Management Observer
关键词
生态文明
绿色营销
内涵
环境问题
必要性
Ecological civilization Green Marketing Connotation Environmental issues Necessity
