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通过企业营销活动引导公众在日常消费过程中树立环保意识,践行生态消费,是生态文明背景下亟待解决的重要现实问题。然而,目前企业生态营销活动的实际绩效却较差,表现为居民生态消费水平较低,如何提高企业生态营销的有效性已成为非常重要的理论和实践课题。本文基于对生态营销绩效差深层原因分析的基础上,结合消费者价值相关理论、自我决定理论,给出了企业生态营销的策略思考。
It is an important realistic problem to be solved urgently in the background of ecological civilization to guide the public to establish environmental awareness and practice ecological consumption in the process of daily consumption through corporate marketing activities. However, at present, the actual performance of the enterprise’s eco-marketing activities is poor, which is manifested as the low ecological consumption level of the residents and how to improve the effectiveness of eco-marketing has become a very important theoretical and practical issue. Based on the analysis of the underlying causes of poor eco-marketing performance, this paper gives the strategic thinking of eco-marketing based on the theory of consumer value and self-determination.