摘要
绿色营销、公益营销和社会营销都是对传统营销观念的发展和修正,符合企业发展的基本规律。其中社会营销的内涵最为丰富,是和传统营销观念相对应的一种新的营销观念;绿色营销源于社会营销;公益营销是社会营销观念指导下的营销方式的创新;三种既有密切联系又各有侧重。不同的营销形式,在为企业营销行为提供新的选择的同时,也给企业提出了新的社会要求。一个理性的企业,在营销形式的选择上,应结合企业自身的具体情况,根据企业生产经营的发展阶段和企业所处的内外部特定环境,科学理性的选择有效的营销行为。
Green marketing, charity marketing and social marketing, fitting to the basic law of enterprise development, are development and correction on traditional marketing concept, among which the connotation of social marketing is the most abundant. It is a new marketing idea opposite to traditional marketing method. Green marketing is originated from social marketing; charity marketing is an innovative marketing guided by social marketing. Three kinds of marketing are closely related and have their own focuses. Different marketing provides new choice and social demand for enterprise marketing. A rational enterprise should consider its own situation in its marketing form, and scientifically choose effective marketing behavior according to its development stages and internal and external environments.
出处
《商业经济》
2010年第9期89-91,共3页
Business & Economy
关键词
绿色营销
公益营销
社会营销
社会责任
比较分析
green marketing, charity marketing, social marketing, social responsibility, comparative analysis
