论文部分内容阅读
进入90年代以来,环境危机和价值观念的变化,带来了消费观念的改变,生活质量的提高、理性化的现代生活、城市化的竞争社会和契约化的人际关际,激发了普遍的怀旧情绪,从而在价值观返璞归真的过程中,绿色营销观念成为当今营销观念的主流。但是,绿色营销活动的真正开展不能等同于传统的营销活动,不能只简单地在营销活动中冠以“绿色”二字,而要从运作企业的整体环节中去把握,要把绿色营销活动纳入企业的竞争战略体系,从而在更新观念、提高认识和讲究策略方面狠下功夫,这将是企业开展绿色营销活动的根本途径。
Since the 1990s, environmental crises and changes in values have brought about changes in consumer attitudes, improved quality of life, rationalized modern life, urbanized competitive society, and contractual interpersonal relations, inspiring universal nostalgia. Emotions, so that in the process of returning values, the concept of green marketing has become the mainstream of current marketing concepts. However, the actual launch of green marketing campaigns cannot be equated with traditional marketing campaigns. Instead of simply using the word “green” in marketing campaigns, we must grasp the overall links of the operating companies and take green marketing as an example. The activities are incorporated into the company’s competitive strategy system, and thus efforts are made to update concepts, raise awareness, and stress strategies. This will be the fundamental way for companies to develop green marketing activities.