摘要
我国长期以来为了企业的发展，以危害环境和过度开采自然资源为代价，随着企业发展到一定程度，人们的生态意识也得到了增强，社会对生态环境保护意识的提高，促进了企业实施绿色营销的活动。绿色营销理念对我国大部分中小企业来说，尚处于介绍和引进阶段，还没有真正得到实施。因此，我国的中小企业应借鉴国际上的企业的绿色营销理念和实施途径，将绿色营销理念与企业的实际发展现状进行结合。本文从绿色营销的内涵入手，分析了我国中小企业绿色营销的现状及问题，提出了我国中小企业实施绿色营销的对策。
In order to develop the enterprises. China pay the huge cost of destroying the environment and over-exploitation of natu- ral resources for a long time, the ecological awareness has also been enhanced with the growth of enterprises to a certain level. The improving of ecological and environmental＂ awareness promotes the enterprises to implement green marketing acnvines. For most of small and medium-sized enterprises. Green marketing concept is still in the introduction stage. Thus, China＇s small and medium- sized enterprises should learn green marketing concept and implementation approaches from international enterprises, and combine the green marketing concept with the present situation of enterprise. This paper starts from the connotation of green marketing, analyzing the current situation and problems of green marketing on China＇s small and medium-sized enterprises, and giving some councermea- sures for small and medium-sized enterprises to implement green marketing.
关键词
绿色营销
中小企业
绿色需求
绿色观念
营销对策
green marketing
small and medium-sized enterpnse
green demand
green concept
marketing countermeasures
