绿色营销新论

绿色营销是21世纪营销的主流,符合人们的环保意识和健康消费需求,实现了企业利益、消费者利益、社会利益和生态环境利益的协调统一,促进了企业、社会的可持续发展。本文总结了当今人们对绿色营销的认知与实践,通过对“绿色”概念的再诠释,从新的视角探讨了绿色营销的崛起与发展。以及绿色运营过程管理和绿色营销组合策略等问题,为现代企业构建绿色竞争优势奠定基础。     

实施绿色营销 提高企业持续竞争力

绿色营销观念是衡量一个企业是否有持续竞争力的重要标志，是企业实现可持续发展的必然要求。本文就如何实施绿色营销，提高企业集团持续竞争力提供了参考思路。     

实施绿色营销的现状分析及对策研究

随分可持续发展战略的实施，开展绿色管销，注重自然生态平衡，减少环境污染巳成为现代企业的必然选择。同时，也是企业参与市场竞争的前提条件。对我国企业实施绿色营销的现状进行系统分析，并提出对策建设，对于我国企业实施绿色营销，实现可持续发展，具有十分重要的战略意义。     

浅谈绿色营销观念

一、树立绿色营销观念的重要性 所谓“绿色营销”,是指社会和企业在充分意识到消费者日益提高的环保意识和由此产生的对清洁型无公害产品需要的基础上,发现、创造并选择市场机会,通过一系列理性化的营销手段来满足消费者以及社会生态环境发展的需要,实现可持续发展的过程。绿色营销的核心是按照环保与生态原则来选择和确定营销组合的策略，是建立在绿色技术、绿色市场和绿色经济基础上的、对人类的生态关注给予回应的一种经营方式。其最终目的是在化解环境危机的过程中获得商业机会，在实现企业利润和消费者满意的同时，达成人与自然的和谐相处，共存共荣。     

对我国企业实施绿色营销的几点思考

生态问题和经济社会的可持续发展已成为世界关注的焦点。绿色营销是我国企业的必然选择。我国企业在实施绿色营销方面还存在一些问题。因此，必须采取有效的措施，以推动绿色营销的实施。     

以绿色营销推动绿色低碳战略

绿色营销贯穿企业价值链的全过程,涵盖了从设计、生产,一直到消费者的手中。 一般认为,绿色营销是指在营销活动中,始终坚持生态环境利益、消费者利益与企业利益协调平衡发展。企业以绿色营销理念为指导,厂址选择、产品创意、生产装置、运行管理、原料供应、营销组合实施、营销服务等系列活动,都能够以保护生态环境为前提,实现企业活动与环境的协调发展。     

企业实施绿色营销的对策

在我国企业中 ,非持续的营销观念和营销手段仍居主导地位 ,绿色技术、绿色标志的应用、绿色产品的生产与设计、绿色营销观念都远远落后于发达国家 ,这种状况严重阻碍了绿色营销的发展。一、完善相关法律法规制定和完善适应市场经济的环境资源法律制度 ,切实实行污染者付费措施 ,使企业外部成本内部化。对于有违反可持续发展目标、对环境破坏性大、污染性强的企业 ,加大处罚力度 ,坚决令其停产或限期整改。同时应加强查处假冒伪劣绿色产品 ,确保消费者的利益 ,促进绿色消费。二、加强政策扶持应积极建立各级绿色组织 ,扶持绿色产业的发展 ,对…     

服装业发展的“危”、“机”之道——浅谈绿色服装营销

过度消费与扩张所导致的危机弥漫在我们周围,如何走出这种危机雾霭,我们的服装企业又将如何寻求"危"与"机"的转化之道,这是本文所要探讨的问题。"绿色营销"并非是新鲜名词,在某种程度上甚至可以说它引领着企业可持续发展的道路,寻找服装企业的经营和发展的绿色服装营销"正道"是需要不断思考的。     

绿色可持续发展石油化工生产技术的新进展

绿色可持续发展是当今经济发展的一大趋势,是建设美丽中国,实现可持续发展的关键一环。本文介绍了绿色可持续发展对我国社会、经济和生态发展的重要性,在此基础上提出了绿色可持续发展背景下,石油化工生产技术具有哪些新的发展,为石油化工企业的生产技术提供新的工作思路。     

实施绿色管理是企业生存与发展的保证

近年来，随着可持续发展观的提出和发展，以及新经济时代的来临，一场绿色革命在全球悄然兴起，人们的生存和发展观念发生了重大变化。有人预言；２１世纪将是绿色文明的世纪和绿色经济的时代。面对绿色市场，顺应绿色潮流，企业必须开创绿色事业，实施绿色管理。 一、实施绿色管理是实现可持续发展的必然要求 实质上，企业实施绿色管理的目的就是要实现可持续发展。实现可持续发展首先要实现对生产要素的可持续利用，充分利用和合理配置各种资源，提高企业全要素生产效率，促进企业发展，在社会生产、分配、流通、消费的再生产各环节之间综…     

Green marketing and its impact on supply chain management in industrial markets

Green marketing and green supply chain have been drawing the attention of both academics and practitioners in the recent decade. However, no holistic framework has been developed on how to build green industrial brands and industrial corporate brands. Whether or not sustainable/green supply chains can be integrated with green industrial marketing in building greener organizations and industrial brands is still unclear. In addition, little is known on the factors on green new industrial product development or how green new industrial products are adopted by organizations. Furthermore, we know little of whether and how green supply chain enables green new industrial product development. This special issue aims at reflecting the most recent advances on green industrial marketing, green/sustainable supply chains and their interplay in green industrial branding, and to explore future research directions. The guest editors hope that the solicited papers can provide insights on the impacts of sustainable or green supply chains on marketing theory in industrial and business-to-business markets.     

A hub-and-spoke model for multi-dimensional integration of green marketing and sustainable supply chain management

Since the concept of sustainability was transformed into business mainstream, both sustainable supply chain management and green marketing have become key topics of academic research and managerial practices. Great advances have been made in the two areas in parallel. It has been recognized that green marketing and sustainable supply chain management should be seamlessly integrated so that green customer's needs can be better met by the supply chain capabilities. Existing research has explored point-to-point integration approach. This paper proposes a new hub-and-spoke integration model to integrate green marketing and sustainable supply chain management from six dimensions: product, promotion, planning, process, people and project (called the 6Ps). Empirical study has been undertaken with industries to test the 6Ps integration model. Results from the empirical study on integration dimensions, integration strategies, and drivers and obstacles for multi-dimensional integration are presented together with managerial implications. The new integration model allows the flows of resources such as information, materials and funds between green marketing and sustainable supply chain management through multiple direct pathways. It has the potential to achieve better overall business performance against the triple bottom line objectives.     

Aligning the sustainable supply chain to green marketing needs: A case study

The research explores the challenges facing organisations in aligning sustainable procurement requirements and marketing needs and the attendant shifts in supply chain management practices. Whilst external influences are readily understood (e.g. regulation and customer demand), less is understood about the implications for suppliers trying to meet sustainable procurement requirements and the organisational challenges of aligning marketing with sustainable supply chain management. An exploratory case study of a UK University catering department has been undertaken, to explore the strategies, processes and relationships associated with synthesising sustainable supply chain and green marketing needs. The empirical findings illustrate the divergence between organisational perspectives on sustainability and procuring sustainable products with marketing demands. Thus, the findings extend the theoretical discussion on sustainable supply chains by providing empirical data based on real-life implementation and from this an emergent aligned supply chain model is proposed, which confirms two drivers for alignment, ‘lean and resource efficient’ and ‘local and seasonal’ — contingent on market demand. The findings emphasise the benefits of a reverse information flow, the importance of intermediaries, and relationships in its fulfilment, while indicating the resurgence of a supply ‘push’ of sustainable products into core markets. Future research directions are also posited.     

An integrated marketing capability benchmarking approach to dealer performance through parametric and nonparametric analyses

The role of marketing capabilities as a source of sustainable competitive advantage has been discussed previously in the marketing strategy field. Benchmarking, a well-known learning mechanism, is suggested as a tool to identify and improve the marketing capabilities of a firm. Despite its popularity as a theoretical concept, there is not much empirical evidence to support the view of benchmarking marketing capabilities as a route to guide managers' efforts in this direction. This paper contributes to the three perspectives in the literature that support the view that benchmarking marketing capabilities can offer a basis for sustainable competitive advantage of the firm through both a conceptual and integrated benchmarking model. They are empirically analyzed using stochastic frontier and data envelopment analysis methods based on four-year data set of forty-five dealers of a leading business-to-business supplier. The results indicate the importance of competent salespeople and building a long-term relationship in enhancing dealer performance. In addition, they reinforce a recipe of how marketing capabilities can be benchmarked to achieve sustainable competitive advantage. Discussions and implications for managers are also presented.     

浅谈如何在关系营销中建立和完善客户关系管理体系

随着燃气这个清洁能源的普遍应用,燃气企业的知名度也在飞速提升。然而,当前我们面临的首要任务之一,就是在以信息化建设为依托、以燃气为中介,从关系营销中,如何建立出满足当今市场竞争的用户关系,如何改善用户服务体系,从而增强用户的满意度,占有更多的市场份额。关系营销,是一种符合现代企业发展的经营理念,我们要在获得新用户、新消费者的同时,还要加大管理力度对已有的用户信息进行维护和更新。迅速有效地实现"5化"精细管理:营销管理集中化、组织扁平化、服务便捷化、资源最优化、信息共享化。从公司营销的市场应变能力、用户服务能力、管理控制能力和营销运作能力入手,整体促进公司的全面可持续发展。     

The effects of environmental focus and program timing on green marketing performance and the moderating role of resource commitment

Should firms adopt sustainable marketing policy and develop green products? Most popular press says yes, but industry remains slow to act upon such initiatives. Drawing upon recent research in the Industrial Marketing Management Sustainability Special Issue, this research investigates the impact of green initiatives on firm performance and how the related commitment of resources impacts the effectiveness of those initiatives. The goal of this paper is to explore the effectiveness of green marketing on firm performance, in terms of financial performance, market performance, and service quality. Further, resource commitment is examined as a possible boundary condition of these relationships. Using multi-source data, the findings suggest that the commitment of proper resources is critical to the success of any green initiative. This study also supports the notion that being the first firm in an industry to initiate a green program provides few tangible benefits. More importantly, even firms with an environmental focus neglect to realize superior performance unless the specific strategy is matched with consistent support from top management.     

Managing reverse logistics to enhance sustainability of industrial marketing

In this paper, a sustainable industrial marketing framework of latest requirement of green and sustainable operation is proposed. When literatures in strategy, marketing and operation have provided insight about the efficiency of reverse logistics and business value for the customer, the interrelationship is still under explored. This raises the question whether manufacturers could determine ecological friendly strategies to address their customer's environmental conscious needs and design the suitable solution to strike the balance between ecology and economics. Based on the case study of a medical product manufacturer, this study addresses this question by investigating how manufacturers identify the problem of reverse logistics; design and develop of sustainable product and service by enhancing the efficiency of operations, and market competencies that add value to their customers' business processes. Within the strategy for designing for effective reverse logistics, these findings contribute to understand the use of information system and technology for reverse logistics to enhance the customer's business process and provide value-added process for customer retention.     

Resource-constrained product development: Implications for green marketing and green supply chains

While academic debates and practical approaches to green marketing have matured over the past few decades, one central conundrum that has remained unresolved has been the trade-off between the higher prices of green products and the objectives of environmental sustainability. In general, it has been observed that green products are priced at a premium to account for their environmentally friendly consumption and use. We argue that resource-constrained product development approaches (alternatively labeled jugaad) that are observed in emerging countries such as China and India have the potential to change the traditional models of green product development. In addition to the competitive advantage that resource-constrained product development approaches provide, we suggest that these practices have sustainability and supply chain benefits. We show that the innovation process relies primarily on frugal engineering that reduces material use (thereby reducing burden on supply chain) and meets green marketing objectives at much lower, and therefore, more affordable prices. We draw out several implications for theory and practice.     

A dynamic capability view of marketing analytics: Evidence from UK firms

While marketing analytics plays an important role in generating insights from big data to improve marketing decision-making and firm competitiveness, few academic studies have investigated the mechanisms through which it can be used to achieve sustained competitive advantage. To close this gap, this study draws on the dynamic capability view to posit that a firm can attain sustained competitive advantage from its sensing, seizing and reconfiguring capabilities, which are manifested by the use of marketing analytics, marketing decision-making, and product development management. This study also examines the impact of the antecedents of marketing analytics use on marketing related processes. The analysis of a survey of 221 UK firm managers demonstrates: (a) the positive impact of marketing analytics use on both marketing decision-making and product development management; (b) the effect of the latter two on sustained competitive advantage; (c) the indirect effect of data availability on both marketing decision-making and production development management; and (d) the indirect effect of managerial support on marketing decision-making. The research model proposed in this study provides insights into how marketing analytics can be used to achieve sustained competitive advantage.     

绿色企业、绿色产品与机电一体化技术

围绕 2 1世纪的环境保护问题 ,阐述了绿色企业、绿色产品对企业发展的意义和重要性 ,论述了绿色企业、绿色产品与机电一体化技术的相互关系 ,指明了现代企业应该在加快企业机电一体化进程的同时 ,加强企业 ISO1 40 0 0认证 ,大力推广绿色生产 ,走绿色企业之路 ,从而最终实现企业的可持续发展