论绿色营销与绿色物流之间的关系

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1、万方数据技术经济与管理研宠2011年第10期论绿色营销与绿色物流之间的关系邓德胜(中南林业科技大学商学院，湖南长沙410004)摘要：市场经济的发展使得企业更加注重绿色营销和绿色物流。研究表明，它们之间既有区别又有联系。区另q：前者是以企业为本位的经营行为。行为主体主要是企业，通过信息沟通实现商品所有权的转移和交换双方关系的长期化，强调个性和差异化；而后者更多的是站在社会的角度来思考问题，行为主体不仅包括生产企业和零售企业，还包括专业的物流企业和社会．通过实物交换提供时间和空间效用，强调共性和标准化。它们又有着

2、密切的联系：一是绿色营销的实现需要绿色物流作为保障，绿色资源的开发和使用、绿色生产、绿色渠道、绿色包装和绿色促销等都依赖绿色物流；二是绿色物流的实现也离不开绿色营销的支持，如物流基础设施的完善、物流的绿色化等。企业要正确处理好绿色营销和绿色物流之间的关系，促进企业各方协同发展。实现经济行为的生态化。关键词：绿色营销；绿色物流；经济行为；生态化中图分类号：F713文献标识码：A文章编号：1004—292X(2011)10-0040-04TheRelationshipbetweenGreenMarketingand

3、GreenLogistics‘DENGDe--sheng(SchoolofBusiness。CentralSouthUniversityofForestryandTechnology，ChangshaHunan410004，China)Abstract：Withtherisingconcernoverenvironmentalqualityandsustainabledevelopment,newconceptssuchasgreenmarketingandgreenlogisticsemceeasthetim

4、es．However，therelationshipbetweengreenmarketingandlogisticsneedstobediscussedfurther．Withdevelopmentofmaneteconomy，it"Simperativeforthefirmstopaymoreattentiontogreenmarketingandlogistics．StudiesshowtlIatbetweenthemthere眦80meconnectionsanddifferences．Themaind

5、ifferenceCanbedemonstratedasfollowing：whilegreenmarketingmeansbusiness-basedactivitiesandthefirmtriestopromotethetransferofownershipofthegoodsandtheestablishmentoflong-termbilateralrelationsthroughinformationcommunication，greenlogisticsismoresociety-basedand

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7、gisticsemphasizesthecommonalityandstandardization．However，therearealsoconnectionsbetweenthetwoconcepts．Sincetherealizationofgreenmarketingisbackedwithgreenlogistics，andtheapplicationofgreenlogisticsiscontingentonthegreenmarketing，greenmarketingandlogisticsar

8、einterrelatedtOandcomplementofeachother．It"Ssuggestedthatthefirmstraightenouttherelationshipbetweengreenlogisticsandgreenmarketingtopromotethemutualdevelopmentofallpartiesandecologyofeconomicbeh