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。

The Relationship between Green Marketing and Green Logistics

With the rising concern over environmental quality and sustainable development, new concepts such as green marketing and green logistics emerge as the times. However, the relationship between green marketing and logistics needs to be discussed further. With development of market economy, it＇s imperative for the firms to pay more attention to green marketing and logistics. Studies show that between them there are some connections and differences. The main difference can be demonstrated as following： while green marketing means business-based activities and the firm tries to promote the transfer of ownership of the goods and the establishment of long-term bilateral relations through information communication, green logistics is more society-based and not only the production companies and retail businesses, but also the professional logistics companies and the whole society, are included in the process of green activities to realize the physical exchange. Unlike the green marketing, focusing more on individualization and differentiation, green logistics emphasizes the commonality and standardization. However, there are also connections between the two concepts. Since the realization of green marketing is backed with green logistics, and the application of green logistics is contingent on the green marketing, green marketing and logistics are interrelated to and complement of each other. It＇s suggested that the firm straighten out the relationship between green logistics and green marketing to promote the mutual development of all parties and ecology of economic behavior.