论绿色营销的特征脉络及其必然选择

随着各国消费者消费观念的转变,人们在进行商品购买的过程中注意的不再单单是产品的价廉物美,而且更为关注的是商品是否环保及是否对消费者的身体健康有益。由此,各国企业纷纷推出"原始生态"、"绿色环保"产品,实行绿色营销。绿色营销作为人类营销活动理念的新飞跃,是实现人与自然、社会三者共生共存的营销活动与营销组合的过程。它的产生不仅有其特定的时代背景,也是人类理性消费的必然结果。它以环保意识与生态平衡为前提,运用综合性的方式和手段,有鲜明的绿色标记,实行国际绿色标准,以力求达到人与自然和谐和可持续发展这两个绿色文明价值目标,实现人、自然、社会三者共生共存的伟大愿景为使命。我国实施绿色营销活动时间较短,在发展的过程中还存在着一些问题。

Research on the Mechanism Advantages and Operating Regulations of Green Marketing

With the transformation of conceptions from different countries＇ consumers,what people really consider during shopping is not only cheap or good,but also the environmental conservation and benefit for people＇s health.From this,various enterprises are practicing green marketing in succession,such as ＂primordial ecology＂ and ＂green environmental conservation＂.With the new leap of marketing philosophy,green marketing is the process of marketing activities and combinations for the coexistence of human,nature and society.Green marketing comes out with special era background,which is the inevitable consequence for people rational consumption.With the premise of environmental conservation and ecology balance,green marketing is practicing general means,processing bright green sign and implementing international green standard in order to achieve two green civilized value targets：human and nature＇s harmony and sustainable development.In addition,its calling is to reach the great vision of the coexistence of human,nature and society.In our country,green marketing has just been carried into execution for a short time.There are still issues during its development.