【作者】 刘文辉；

【导师】 袁守启；

【作者基本信息】 中国海洋大学 ， 环境规划与管理， 2009， 博士

【摘要】 随着经济社会发展与环境问题之间矛盾的加剧,面临日渐兴起的绿色消费、绿色贸易壁垒、国内国际市场竞争的加剧,绿色经营已经成为企业承担社会责任、实现可持续发展的必然选择。企业绿色经营是指在企业经营管理的全过程中融入环境保护的理念,使企业经营和环境保护融为一体的企业经营管理活动。绿色经营不是企业的经营策略,更不是一种促销手段,而是企业发展战略的重大变革,是企业经营战略的全面调整。绿色经营贯穿于企业生产经营活动的全过程。企业绿色经营主要包括绿色生产、绿色营销和绿色管理。可持续发展理论、外部效应理论、利益相关者理论、竞争优势理论是企业进行绿色经营的理论依据。基于此,企业绿色经营创新是指在企业的生产经营活动中,注重地球生态环境保护,致力于向消费者大量提供其所需的绿色产品,促进经济与生态的协调发展,实现企业利益、消费者利益、社会利益及生态环境保护的统一的生产、销售、管理和服务等各个环节的创新。企业绿色经营创新的本质是全面协同创新。绿色经营创新的内涵及其影响因素要求企业进行绿色经营创新时应遵循可持续发展原则、可循环原则、节约生产原则、全过程控制原则。绿色经营创新的战略规划与战略目标要求企业在了解绿色经营创新的动力机制、压力机制、运行障碍的基础上,构建完善的运行机制。企业绿色经营创新体系的核心内容是生产模式创新、市场营销创新、组织管理创新与制度创新。企业绿色经营的生产模式创新具体表现为清洁生产。清洁生产与传统的生产模式相比一种全新的创造性的生产模式。清洁生产主要包括绿色产品设计、绿色材料采购、绿色包装、绿色工艺设备、绿色回收处理等技术的创新。清洁生产在我国大体经历了引进传播、政策(研究)推进、逐渐规范三个阶段。清洁生产虽然取得了一定进展,但在整体推进、审核工作等方面存在一些亟待解决的问题。绿色营销以绿色产品和绿色产业为基础,以环境保护和可持续发展为中心,开拓绿色市场。企业实施绿色营销应执行的“3P+5C”的策略组合,从消费者对绿色产品的需求,到企业决定生产;从市场营销的绿色目标,到绿色营销战略的确定,构成一个有机统一的绿色营销体系。以绿色产品开发为中心,我国企业也全面展开了绿色营销。但我国的绿色营销客观上面临着不少问题和障碍:全社会性的绿色消费需求尚未形成;企业绿色市场营销理念匮乏;企业生产管理方式与清洁生产的要求不匹配;现有营销策略组合不适应绿色营销;政府对绿色市场营销的支持措施不够。针对上述问题,制定绿色营销战略规划、强化企业的绿色营销观念、创新绿色营销策略组合、强化政府的宏观调控职能,就成为我国促进企业实施绿色营销创新的必然选择。适应绿色经营的要求,企业必须全面系统地解决企业组织结构与运行以及企业间组织联系方面所存在的问题,使之适应企业绿色经营的需要。企业微观绿色管理在管理观念、管理目标、绿色问题的态度、核心利益选择等方面与传统企业管理存在诸多的不同,它要求企业全方位的“绿色化”。绿色企业文化是绿色管理的重要组成部分。企业绿色经营制度创新的包括绿色税收制度、绿色会计核算体系制度、企业融资的绿色约束制度等。我国企业绿色经营的制度基础薄弱,存在一定的缺陷:环境资源产权制度虚置;税收制度功能有限;环境信息披露制度透明度差;宏观控制制度供给不足。与此相应,对上述制度进行创新就成为我国促进企业绿色经营的正确取向。企业绿色经营创新效益与能力的分析与评价是绿色经营的内在要求。论文在阐述评析企业绿色经营创新效益、能力指标、方法的前提下,以EoCM理论在浙江省的实践为例评价了企业绿色经营创新的效益。针对我国企业绿色经营创新能力的不足,论文提出了进一步提高企业绿色经营创新能力的对策。市场经济条件下,政府制定环境政策促进企业绿色经营创新是不可或缺的。根据国际经验,环境政策主要有环境规制政策、环境经济政策、环境协议政策、绿色公开政策。中国环境政策的发展与演变历程表明,现行促进绿色经营的环境规制政策、环境经济政策、绿色公开政策与绿色经营的要求相比尚存在一定的差距。论文分析了中国现行促进绿色经营的环境政策存在的主要问题,并提出了相应的完善对策。更多还原

【Abstract】 With the intensifying conflict between economic and social development and environmental problems, facing the increasingly rising intensifying of green consumption, green barriers to trade, domestic and international market competition, green business has become the inevitable choice of enterprises to take the social responsibility and realize the sustainable development.Green business of enterprises is business administration activities of enterprises that putting the concept of environmental protection into the whole process of business management to reach the integration of business operations and environmental protection. Green business is not a business strategy or a promotional instrument, but an great change of development strategies and a comprehensive business strategy adjustment. Green business impenetrate the entire process of enterprise production and management activities. Green business of enterprises includes green production, green marketing and green management. The theories of sustainable development, external effects, profit correlators and competitive advantages are academic basises for green business. Based on this, green business innovation of enterprises is that during the production and business activities, paying attention to protection of the ecological environment on Earth, hammering at providing plentiful green products which consumers require, promoting the coordination of economic and ecological development, and then realizing the innovation of production, marketing, management and services with the unification of business interests, consumer interests, social interests and the ecological environment protection. The essence of green business innovation of enterprises is a comprehensive collaborative innovation.The connotation and influencing factors of green business innovation require enterprises to follow the principles of sustainable development, recycling, saving production and entire process controlling when innovating the green business. The strategic programming and objectives of green business innovation require enterprises to build a perfect operational mechanism on the basis of understanding power mechanism, pressure mechanism and operating barriers of green business innovation.The core content of the system of green business innovation of enterprises is the production model innovation, marketing innovation, organization and management innovation and system innovation.The production mode of green enterprises business concretely behaves as cleaner production. Compared with traditional production modes, cleaner production is a fire-new creative production mode. Cleaner production includes the innovations of green product design, green material stocking, green packaging, green technology and equipment and green recycling. Cleaner production in China has experienced three stages: the introduction and spread, the advancing of policy (research) and the gradually standardizing. Cleaner production in China has made some progress, but in the holistic advancement and the auditing work, etc., there are still some problems which require urgent solution.Green Marketing bases on green products and green industry take environmental protection and sustainable development as the center and exploit green market. Green marketing of enterprises should implement the“3P+5C”combination of strategies, which is from the consumers’demands for green products to the corporates’production decision; from the green objectives of marketing to the identifying of green marketing strategies. And it constitutes a green marketing system which is organic and unitive. Taking green product development as the center, China’s enterprises have also roundly outspread green marketing. However, China’s green marketing objectively faces many problems and obstacles: the entire social green consuming demand has not yet formed; the enterprises lack green marketing ideas; the mode of production and management of the enterprises does not match the requirements of cleaner production; the existing marketing combination strategies do not fit green marketing; the government support measures on green marketing are not enough. Aiming at the above problems, framing green marketing strategic plannings, strengthening the green marketing concepts of enterprises, innovating the combination of green marketing strategies, and strengthening government’s macro-control functions have become inevitable choices for China to promote the enterprises to actualize green marketing innovations.Meeting the requirements of green business, enterprises must comprehensively and systematically solve problems exist between the organizational structure and operation and in the fact of organization relation, which aim at adapting to the needs of green business. Compared with traditional enterprise management, green micro-management of enterprises differs in management concepts, management objectives, the attitude of green issues and the choice of core interests,etc.,which requires all-sided“greenation”of enterprises. Green culture of enterprises is an important component of green management. The system innovation of green business includes the green tax system, the system of green accounting, the green restriction system of corporation financing. The system foundation of green business of China’s enterprises is weak and there are some shortcomings: the property rights system of environmental resources is nominal; the functions of tax system are limited; the system transparency of throwing daylight on environmental information is poor; the supply of macro-control system is short. And accordingly, the innovation of the above systems becomes correct orientation for China to promote green business of enterprises.The analysis and evaluation of the efficiency and capacity of green business innovation is an inherent requirement for green business. With the premise of expounding and evaluating the innovation efficiency, capacity targets and methods of green business, the paper takes the practice of EoCM theory in Zhejiang Province as an example to evaluate the efficiency of green business innovation. Aiming at the innovation capability shortage of green business of China’s enterprises, the paper puts forward further solutions for enterprises to enhance their innovation capability of green business. In the market economy, it is essential for the government to formulate environmental policies to promote green business innovation of enterprises. According to the international experience, environmental policies mainly include environmental regulation policy, environmental and economic policy, environmental agreement policy and green public policy. China’s environmental policy developing and evolution course shows that compared with the requirements of green business, there is still a certain gap in the current environmental regulation policy, environmental and economic policy and green public policy to promote green business.更多还原