【作者】 董俊武；

【导师】 王爱民；

【作者基本信息】 武汉理工大学 ， 管理科学与工程， 2002， 硕士

【摘要】 自70年代以来，全球掀起了一场空前壮阔的绿色革命。建立一个可持续发展的社会，成为本世纪全球性社会改革浪潮的一个重要主题。可持续发展战略的提出，要求企业顺应可持续发展的全球性潮流，选择可持续发展的经营战略，在其经营活动的各个层次、各个方面采用新的经营模式，不仅承担促进经济发展的责任而且担负起推动社会发展和生态环境发展的责任，追求经济效益、社会效益和环境效益的统一。因此，绿色营销作为一种新的营销观念和实现可持续发展的有效手段，无疑已成为现代企业发展与市场营销的必然选择。 本文从环境经济与可持续发展的角度，从理论与实际相结合的方法上对绿色营销进行了较为深入的研究。在对绿色营销与绿色消费及可持续发展关系的研究中，提出了可持续发展的实现方法与手段及其经济模式；揭示了绿色消费与绿色营销对可持续发展的重大意义与关键性作用；对绿色营销中的消费者、企业与政府的作用及行为进行了较为详尽的分析。以期尝试提出一个较为完善的，思想先进的绿色营销系统框架。更多还原

【Abstract】 A great worldwide green revolution is going on since 1970’s. Setting up a sustainable society has been a main idea of the worldwide society revolution trend in this century. Facing sustainable strategy’s raising,companies must accommodate this kind of trend,choice a sustainable corporation strategy,adopt a new management model in the every administrative level and every field in managing operation. And companies must also undertake the responsibility for promoting society,ecosystem and environment’s developing except for promoting economical development,pursue the coincide of the economy benefit,society benefit and environment benefit. So,being a new marketing concept and an effective measure for achieving sustainable development,green marketing is a necessary choice for nowadays companies.From the point of environment economy and sustainable development,from the method of theory integrated with fact,in the study on the connection of sustainable development,green consumption and green marketing,this paper gives the sustainable development’s realizing means and economical model,reveals green consumption and green marketing’s major meaning and pivotal effect,analyses the consumer,enterprise and government’s effect and behavior. Attempts to put forward a consummate and advanced integrated logic system about green marketing.更多还原