浅谈我国企业的绿色营销及策略-论文[教育]

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1、浅谈我国企业的绿色营销及策略随着我国国民经济的发展和人民生活水平的提高，使得人类与自然的关系发生了深刻的变化，一方面资源短缺，另一方面环境污染越来越严重，人们对环保和健康的要求也逐步提高，绿色营销的形成和产生是人类社会生态环境的需要。消费者开始倡导绿色消费，0标不再只是生存，而是健康与安全，在这种情况下必然会考虑到消费所带来的环境问题，而这种现象一旦形成一种潮流，就会演变成一种帀场化的消费需求，从而直接对营销过程产生影响，企业只有积极适应这种潮流才能获得经济利润。企业如何改变营销方式以适应消费者的需求意义重大，绿色营销这种适应绿色消费的营销方式便

2、应运而生，绿色营销是连接环境保护和绿色消费的纽带，是达到经济发展、人类生存和环境和谐统一的关键，是实施可持续发展的必曲之路，因此，绿色营销已逐渐成为营销的主体成分之一。本文从绿色营销的内涵及特征入手，阐述我国实施绿色营销的现状及存在的问题，并提出了我国企业实施绿色营销的相应策略。关键词：绿色营销企业；企业；策略；环境AbstractWithChina'snationaleconomicdevelopmentandimprovementofpeople'slivingstandard,maketherelationbetweenhumanbeing

3、andnatureprofoundchangeshaveoccurred,ontheonehand,thereisanenergyshortage,ontheotherhandthecnvironmcntalpollutionismoreandmoreserious,peopletoprotecttheenvironmentandthehealthrequirementsalsograduallyimprove,Humansocialandecologicalenvironment,healthdevelopmentneedsofgreenmar

4、ketingformationandproduceconsumerbegintoadvocategreenconsumption,TargetisnoIongerlivingbuthealthandsafety,inthiscasewillconsiderconsumptioncausedbyenvirorunentaiproblems,andthisphenomenononceformedakindoftrend,willbecomeakindofmercerizationofconsumptiondemand,whichdirectlyinf

5、luenceonthemarketingprocess,theenterpriseonlyactivelyadapttothetrendcanobtaintheeconomicprofits,howtheenterprisemarketingmethodtoadapttochangingconsumerdemandisofgreatsignificanee,greenmarketingthisadaptivegreenconsumptionofmarketingwaywillcomeintobeing,however,thegreenmarket

6、ingisthelinkbetweentheenvironmentaiprotectionandgreenconsumption,itisthekeytotheharmoniousrelationshipbetweenthedevelopmentofeconomy,humansurvivalandtheenvironment,anditistheonlywaytoimplementthepersistentdevelopment.Sogreenmarketinghasgraduallybecomeoneofthemainelementsofmar

7、keting.Thisarticlefromtheconnotationandcharacteristicsofgreenmarkctingandexpoundstheimplcmcntationofgreenmarketingsituationandexistingproblems,andputsforwardtheChineseenterprisestocarryoutgreenmarketingcorrespondingstrategies.KeyWords:Greenmarketing;Enterprise;Strategy;Enviro

8、nment—1—V一刖吞1二绿色营销的涵义及特点2（一）绿色营销的特点21、综合性特点22、统一性特点23、无差别性特点34、双向性特点