我国绿色市场营销的现状与前景.doc

滁州学院本科毕业论文17我国绿色市场营销的现状与前景摘要：公元2009年12月哥本哈根气候变化大会讨论了减少温室气体排放量，发展低碳经济，开发新能源等全球问题。生态环境的日益恶化和和全球威胁日益俱增时，使绿色营销成为现代市场营销中最具时代感紧迫感的话题之一。绿色营销是市场营销和环境保护相结合的产物，它在市场营销的基础上增加了环保意识，强调企业要承担高度的社会责任，把维护人类生存环境融入经营目标，并且在营销全过程中注入“绿色”因素，满足绿色需求，维护环境利益。企业实施绿色营销是顺应可持续发展的全球性潮流，满足绿色消费需求的必然选择。由于现实中我国绿色营销起步较晚，企业在取得一定成绩的同时，在策略的实施上还面临着许多问题。因此，应充分认识我国企业在绿色营销中存在的问题，在借鉴国外相关经验的基础上，制定适合我国国情，并与国际接轨的绿色营销策略。因此，应站在现实的角度，全面分析我国绿色市场营销的现状与前景，并采取相应策略，为经济发展和建设和谐社会提供有益探索。关键词：绿色营销；可持续发展；现状；前景China'sGreenMarketingSituationandProspectsAbstract：YearinDecember2009ClimateChangeConferenceinCopenhagentodiscussthereductionofgreenhousegasemissions,developinglow-carboneconomy,developingnewenergysourcessuchasglobalissues.Thedeterioratingecologicalenvironment,andincreasing,andglobalthreatsgrowing,themakingofmodernmarketing,greenmarketinginoneofthemostcontemporarysenseofurgencyofthetopics.Greenmarketingisacombinationofmarketingandenvironmentalprotectionproductofitsmarketingonthebasisofincreasedenvironmentalawareness,tobearahighdegreeofemphasisoncorporatesocialresponsibilityinsafeguardingthehumanenvironmentintotheoperationalobjectives,andtheentireprocessofmarketingintothe"green"factors,tomeetgreendemand,tomaintainenvironmentalbenefits.Enterprisestoimplementgreenmarketingisaresponsetotheglobaltrendofsustainabledevelopmenttomeetthedemandforgreenconsumptioninevitablechoice.BecausetherealityofthelatestartofChina'sgreenmarketing,companiesmadecertainachievements,theimplementationofthestrategywillstillfacemanyproblems.Therefore,weshouldfullyrecognizeChina'senterprisesinthegreenmarketingproblems,drawingonthebasisofrelevantexperienceabroadtodevelopsuitabletoChina'snationalconditions,andwiththeinternationalstandardsofgreenmarketingstrategies.Therefore,weshouldstandarealisticpointofview,acomprehensiveanalysisofthestatusquoofChina'sgreenmarketing,andprospects,andtaketheappropriatestrategyforeconomicdevelopmentandprovideausefulexplorationofbuildingaharmonioussociety.Keywords:greenmarketing;sustainabledevelopment;thestatusquo;prospects前言