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绿色营销的出现说明企业营销正步入集企业责任与社会责任为一体的理性化发展阶段,是可持续发展战略在企业界的体现。然而,绿色营销的实施不可避免地造成企业经济利益的“外部化”,文章以绿色营销导入过程中政府和企业的不同策略选择为切入点,基于完全信息静态博弈模型的构建,分析两者在博弈中产生的“囚徒困境”,借鉴埃奇渥斯盒状图工具实现帕累托改进的方法,分析如何解决这种困境,并提出相应的对策。
The emergence of green marketing shows that corporate marketing is embarking on the stage of rationalization that integrates corporate responsibility and social responsibility. It is also a reflection of the sustainable development strategy in the business community. However, the implementation of green marketing inevitably leads to the “externalization” of the economic interests of enterprises. Starting from the different strategic choices of government and enterprises in the process of green marketing introduction, based on the construction of complete information static game model, Prisoner’s Dilemma, which is produced by the game, draws on the method of Patchwork improvement by Edgeworth box tool, analyzes how to solve the dilemma and puts forward corresponding countermeasures.