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绿色营销亦称生态营销,起源于上世纪70年代的日本。绿色营销是在绿色消费的驱动下产生的。所谓的绿色消费,是指消费者意识到自然环境的恶化已经影响其生活质量和生活方式,迫切期望企业生产经营者生产和销售对环境影响最小的绿色产品,以减少危害环境的消费。绿色营销是指企业在生产、经营过程中,以环境保护观念作为其经营哲学思想,以可持续发展为前提,以消费者的绿色消费为中心和出发点,通过制定和实施相应的营销策略,最大限度地满足消费者绿色消费的需求并实现企业目标的营销过程。
Green marketing, also known as eco-marketing, originated in Japan in the 1970s. Green marketing is driven by green consumption. The so-called green consumption means that consumers are aware that the deterioration of the natural environment has affected their quality of life and lifestyles, and they urgently desire that the production and sales managers should produce and sell green products with the lowest environmental impact so as to reduce their consumption that is harmful to the environment. Green marketing refers to the business in the production and management process, the concept of environmental protection as its philosophy, sustainable development as the premise to consumers as the center of green consumption and starting point, through the development and implementation of the corresponding marketing strategy, the largest Limit to meet the consumer green consumer needs and achieve business goals of the marketing process.