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随着各国消费者消费观念的转变,人们在进行商品购买的过程中注意的不再单单是产品的价廉物美,而且更为关注的是商品是否环保及是否对消费者的身体健康有益。由此,各国企业纷纷推出“原始生态”、“绿色环保”产品,实行绿色营销。绿色营销作为人类营销活动理念的新飞跃,是实现人与自然、社会三者共生共存的营销活动与营销组合的过程。它的产生不仅有其特定的时代背景,也是人类理性消费的必然结果。它以环保意识与生态平衡为前提,运用综合性的方式和手段,有鲜明的绿色标记,实行国际绿色标准,以力求达到人与自然和谐和可持续发展这两个绿色文明价值目标,实现人、自然、社会三者共生共存的伟大愿景为使命。我国实施绿色营销活动时间较短,在发展的过程中还存在着一些问题。
With the change of consumer attitudes in various countries, what people pay more attention to in the course of purchasing goods is not only the product’s cheapness, but also the more concern is whether the goods are environmental friendly and beneficial to the health of consumers. As a result, all countries have introduced “original ecology”, “green” products, the implementation of green marketing. As a new leap in the concept of human marketing activities, green marketing is a combination of marketing activities and marketing that make people, nature and society coexist. Its emergence not only has its specific background of the times, but also is the inevitable result of the rational consumption of mankind. It takes environmental awareness and ecological balance as the prerequisite, using a comprehensive approach and means, with a distinctive green mark, the implementation of international green standards, in an effort to achieve harmony and sustainable development between man and nature, the two green goals of civilization and achieve human , Nature, society, the three great co-existence and vision of the mission. The implementation of green marketing activities in China for a short time, there are still some problems in the process of development.