绿色营销的外部性分析

绿色营销具有外部性和准公共产品性 ,文章运用外部性理论 ,分析了绿色营销外部性的内涵、特征等问题。     

淮河流域污染治理需要企业实施绿色营销

作为我国重要的农产区和传统工业生产基地,淮河流域污染严重,治理污染刻不容缓。由于淮河最主要的污染源来自工业企业,本文着重从工业企业这一微观角度出发,引入绿色营销的概念,分析了企业加强环保意识的重要性,并通过对企业实施绿色营销的博弈分析,指出绿色营销是企业保证可持续发展的必然选择。     

中国企业开展绿色营销的微观动力分析

由于存在绿色营销认识上的冲突，绿色营销尚未成为大多数企业的共同理念和企业的普遍实践，这种认识上的冲突与现有的绿色营销理论没能很好地从企业微观主体的角度解释动力问题有关．本文通过对绿色壁垒、目标市场、产业市场占有、竞争战略、报酬后置、企业可持续发展的分析，揭示了绿色营销与企业利润最大化目标之间的内在的一致性关系．同时提出基于来自于政府、消费者和跨国公司的日益增大的压力，中国企业面临着开展绿色营销的紧迫性。     

我国企业采取绿色营销的博弈分析及成因

本文运用博弈理论分析了我国企业采用绿色营销的状况,并指出了我国企业不愿意采用绿色营销的宏观和微观原因。对我国企业实施绿色营销具有重要的现实意义。     

"绿色营销"策略组合研究

21世纪已经进入一个绿色时代,以人类社会可持续发展为宗旨的绿色浪潮正席卷全球,人们的消费观念发生了显著的变化,“绿色营销”应运而生。如何以绿色为基调和主调开展企业的经营活动,从有利于经济、人类和环境的可持续发展的角度建立企业的营销策略成为目前企业界普遍关注的热点问题。目前企业的“绿色营销”策略组合为满足消费者需求的绿色产品策略、消费者认可的绿色价格策略、方便消费者购买的绿色渠道策略以及能够实现企业与顾客有效沟通的绿色促销策略。     

试论绿色营销的三元结构与互动

从系统工程的角度出发,论述了政府、公众、企业三者在绿色营销中的作用机理,并分别从三个方面提出了绿色营销的相关建议。     

绿色营销实践中的若干问题分析

绿色营销,作为21世纪的主流营销模式,能有效实现企业利润目标、消费者需求和社会利益三方面的平衡,受到世界各国企业的青睐。然而,绿色营销在我国举步维艰。文章针对绿色营销在实践过程中存在的若干问题,分别从政府、企业和消费者三个不同的角度进行分析,希望能为我国绿色营销提供新的思路。     

论绿色GDP与企业环境会计核算不同视角的差异及相互借鉴

绿色GDP与企业环境会计核算是科学发展观指导下宏观与微观不同角度的经济核算。微观绿色核算是宏观绿色核算可靠性的基础，二者具有内容和目标的明显依存性。通过对绿色GDP核算与企业环境会计核算的不同视角比较，可从提高相关信息可靠性和有用性的角度，探索宏观与微观绿色核算信息一体化的途径。     

走近绿色营销

一、绿色营销的涵义及基本特点绿色营销这一概念是在２０世纪８０年代提出的。关于绿色营销，各企业对之尚未有统一的规范，理论界对它的确切定义也未有统一的表述。归纳起来各种观点都认为绿色营销包含两个层面的意思：其一是从企业自身而言的，即微观层面的，是为了企业的利益；其二是从全社会而言的，即宏观层面的，涉及道义问题。可见，利益和道义决定了绿色营销的动机和行为的多层次性。从道义层面来看，绿色营销强调在营销过程中注重地球生态环境保护，注重全社会的全局利益，促进宏观的社会经济和生态的协调发展，而不是只着眼于企业…     

绿色建筑经济激励政策分析

绿色建筑难以推广的原因是绿色建筑的经济外部性问题,而解决外部性问题的通常做法是政府干预。我们从经济学的角度,对经济激励政策的原理进行了分析,除此之外,还重点对绿色建筑的外部经济性和非绿色建筑的外部不经济性进行剖析,最后我们提出了一些促进绿色建筑产业发展的建议。     

Heterogeneity risks and negative externality

Diversified institutions coexist in financial markets with different degrees of exposure and contribution to the systemic risk. Therefore, the identification and regulation of systemically important institutions are of great significance. This paper investigates the negative externality in a model where the heterogeneity risks of institutions interact and alienate the value of each other, with the bankruptcy risk acting as the kernel factor. The market negative externality increases when the bankruptcy risk is high. Furthermore, as an institution with a minimum tail index, the “first domino” dominates the bankruptcy risk of the market. The first domino accumulation and phantasm are prone to cause systemic crises. The market bankruptcy index decreases as the non-first domino participates in the risk sharing. Finally, we empirically study implications of the above findings for adjusting the market structure and managing risks, in the Chinese financial markets.     

Cross-border tax effects on affiliate investment—Evidence from European multinationals

Recent studies suggest that multinational firm activities at home and abroad are positively correlated which may be due to the use of common inputs (like marketing, patents, etc.). Then, a cost shock at one location may lead to reduced activity in all other locations within the firm. In this paper, we theoretically and empirically analyze national corporate tax policy in such a setting. Our main hypothesis is that corporate taxation at the parent location not only reduces the parent's capital stock but also lowers capital stocks at affiliates abroad. Using micro data on European multinational firms, we confirm the hypothesis showing that a 10 percentage point increase in corporate tax rates is associated with a 5.6% decrease in the affiliate's capital stock. From a welfare point of view, this cross-border tax effect on the capital stock gives rise to a negative fiscal externality of corporate taxation which is empirically shown to compensate a substantial fraction of the well-known positive externality due to profit shifting.     

Green Attitude and Economic Growth

We analyze the interdependence between green attitude and equilibrium development of environmental quality in an endogenous growth model. Individuals take only part of their impact on pollution into account, hence there is a negative externality of capital accumulation on environmental quality. Increasing wealth or increasing pollution enhance green attitude and reduce the externality, because individuals care more about the environment if their income is higher or if pollution is more obvious. The time path of pollution as well as the evolution of equilibrium growth are shown to depend crucially on the determinants of green attitude. Ongoing growth may lead to complete internalization of the environmental externality if green attitude improves with increasing wealth, e.g. as a consequence of an increase in environmental education. In contrast, if green attitude is determined exclusively by the level of environmental quality, pollution remains at a suboptimally high level. The interdependence of wealth and pollution in the determination of environmental awareness implies more complex dynamics. Capital growth enhances green attitude and thereby decreases pollution. Improved environmental quality in turn may increase capital growth due to less green attitude and therefore slow down convergence to the sustainable balanced growth path.     

Endogenous Timing in Mixed Duopolies With Externality

We investigate endogenous timing in a mixed duopoly with a negative externality. We find that quantity (price) competition yields a simultaneous‐move (sequential‐move) outcome under a significant negative externality. These results indicate that mixed duopolies yield the same results as private duopolies under a significant negative externality, which is in sharp contrast to the results in mixed duopolies without a negative externality. Unless the negative externality is insignificant, public leadership yields greater welfare than private leadership, and public leadership is more robust than the private leadership as equilibrium. If optimal environmental tax policy is introduced, however, private leadership yields the greatest welfare and this an equilibrium outcome in the endogenous timing game under quantity competition.     

Biofuels and Climate Change Mitigation: A CGE Analysis Incorporating Land-Use Change

We examine the impact of a “green network effect” in a market characterized by consumers’ environmental awareness and competition between firms in terms of both environmental quality and product prices. The unique aspect of this model comes from the assumption that an increase in the number of consumers of green (brown) product increases the satisfaction of each green (brown) consumer. We show that, paradoxically, when the network effect of a green product is higher than that of a brown product, this externality reduces product environmental quality and raises consumption of the green product. Conversely, when the network effect of the brown product is higher, the externality improves product environmental quality and raises consumption of the brown product. In both cases, the network effect does not affect the overall pollution level. The externality correction requires the use of three optimal fiscal policies: an ad valorem tax on products, an emission tax, and a subsidy or a tax on the green purchase. A second-best optimum can also be reached through the green taxation.     

长株潭房地产企业实施绿色营销的困境与对策

目前,长株潭房地产企业在实施绿色营销时还存在企业在观念上只是将绿色营销作为一种短暂的促销噱头、驱动力不足、政府监督支持力度不足、消费者对绿色营销需求仍不明显等问题。因此,房地产企业应该开发绿色产品,提高绿色技术;制定绿色营销战略,培育房地产企业的绿色企业文化;开展绿色促销,打造长株潭绿色房地产企业。消费者应树立绿色消费意识,推动和监督房地产企业的绿色营销。还应该发挥政府职能,推动长株潭房地产企业实施绿色营销。     

论绿色营销与绿色物流之间的关系

市场经济的发展使得企业更加注重绿色营销和绿色物流。研究表明,它们之间既有区别又有联系。区别：前者是以企业为本位的经营行为,行为主体主要是企业,通过信息沟通实现商品所有权的转移和交换双方关系的长期化,强调个性和差异化;而后者更多的是站在社会的角度来思考问题,行为主体不仅包括生产企业和零售企业,还包括专业的物流企业和社会,通过实物交换提供时间和空间效用,强调共性和标准化。它们又有着密切的联系：一是绿色营销的实现需要绿色物流作为保障,绿色资源的开发和使用、绿色生产、绿色渠道、绿色包装和绿色促销等都依赖绿色物流;二是绿色物流的实现也离不开绿色营销的支持,如物流基础设施的完善、物流的绿色化等。企业要正确处理好绿色营销和绿色物流之间的关系,促进企业各方协同发展,实现经济行为的生态化。     

绿色营销:国内研究述评

绿色营销在我国经历了起步、成长到成熟阶段。目前，国内对绿色营销的研究主要集中在绿色营销的内涵及其重要意义、绿色营销的理论基础分析、绿色营销在我国发展的障碍和对策及绿色营销的具体操作方面。今后，绿色营销研究的重点将是如下几个方向：在国民经济建设实践中如何真正落实，从理论上深入探讨发展绿色营销和发展和谐社会的关系，完善企业绿色营销实施的系统理论，加强对绿色营销与我国企业国际化进程的研究和增强绿色营销在各行各业的研究，以及在研究方法上注重定性分析和定量分析相结合。