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人们常讲,企业可持续发展利己利人。企业点“绿”成金,既可保护环境也可成就自己。这道理听起来很轻松悦耳,但真要落到实处往往困难重重,因为这涉及到市场分析、产品设计、生产管理、市场营销等复杂环节。有些环节的微观机理是不容易陈述清楚的。市场营销便是如此:为何消费者青睐绿色产品?为何企业要在消费群体中塑造负责任的环保形象?传统的市场营销理论并没有对此给出明确解释。营销之父菲利普·科特勒的最新力作《市场营销3.0:从企业到
People often say that businesses can benefit themselves. Business point “green ” into gold, both to protect the environment but also to achieve their own. This principle sounds very easy and pleasant, but it is often difficult to put it into practice, because it involves the market analysis, product design, production management, marketing and other complex links. Some aspects of the micro-mechanism is not easy to state clearly. This is the case for marketing: Why do consumers favor green products? Why do businesses want to create a responsible environmental image among consumer groups? Traditional marketing theory does not give a clear explanation. The Latest Masterpiece of Marketing Philip Filler Kotler Marketing 3.0: From Business to Business