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随着全球范围内对环境问题的日益重视,绿色营销的概念正逐渐兴起。本文通过对服装企业实施绿色营销在短期和长期内的成本、收益分析,总结出了绿色营销对中国服装企业可持续发展的积极影响。实施绿色营销在短期内成本会有所增加,但从长期来看,通过采用高科技降低成本、打破绿色壁垒增加出口、建立企业的绿色形象、开拓市场等途径,收益必然会超出成本,使服装企业获得长远利润,从而实现可持续发展。
With the growing global emphasis on environmental issues, the concept of green marketing is gradually emerging. This paper summarizes the positive influence of green marketing on the sustainable development of Chinese garment enterprises by analyzing the cost and income of the green garment enterprises in the short and long term. In the short run, the cost of implementing green marketing will increase. However, in the long run, revenue will inevitably exceed costs by adopting high technology to reduce costs, break down green barriers to increase exports, establish a green image of enterprises and open up markets. Long-term profits of enterprises, so as to achieve sustainable development.