【作者】 唐花英；

【导师】 彭攀；

【作者基本信息】 武汉理工大学 ， 科技哲学， 2007， 硕士

【摘要】 随着现代环境和资源问题的日益突出，人们逐渐意识到传统营销模式的巨大负面影响，传统营销存在的缺陷使它与人类可持续发展的根本战略背道而驰。因此营销理念模式迫切需要实现生态化的转向，以实现经济社会人与自然的协调发展。从20世纪70年代以来，世界上一些先进的企业较早将可持续发展的内涵引入到企业发展战略，企业进入到一个“绿色转变”阶段。在这个过程中，企业不再单纯以经济利益作为企业营销的唯一目标，而是将保护生态环境的理念融入到产品的生产，销售以及售后服务等各个环节。绿色营销是市场营销和环境保护相结合的产物，它在传统市场营销的基础上，增加了环保意识，强调企业要承担高度的道德责任和社会责任，它体现了对发展经济的终极目标的追问，是经济发展中人文价值的回归。企业实施绿色营销是顺应可持续发展的全球性潮流，满足绿色消费需求的必然选择。然而由于我国绿色营销的起步较晚，企业在取得一定成绩的同时，在实际的实施上还面临着许多问题。企业要实施绿色营销要以政府调控、市场的引导、公众参与和企业的自觉行为为前提，这些是实现企业绿色营销的促动因素。另外，本文还对我国绿色营销的实施情况进行了分析，并提出了合理化建议。绿色营销的研究在西方发达国家已经有一个较长的发展，但在我国还是一个较新的课题，鉴于我国与西方发达国家差异较大的基本国情，本文联系我国实际，通过理论和实证的方法分析绿色营销在我国的开展和推广。全文共分为四个部分，第一章分析了绿色营销产生的背景以及绿色营销的内涵；第二章从实践、哲学和社会的角度来透视绿色营销；第三章从社会支持系统对绿色营销的促进机制进行分析；第四章对我国绿色营销的实施现状及对策进行研究并提出了合理化建议。本文采取的研究方法是大量阅读与绿色营销相关的文献资料，了解绿色营销的内涵、意义、国内外的发展历程等基本资料，对绿色营销做一个全面的考察；从课题所要解决的几个关键问题入手，查阅相关的国内外发展动态、发展水平，并逐个对这几个问题进行横向和纵向的比较、考察，分析它们影响绿色营销的内在动因；收集、整理国内对绿色营销的相关政策、法规以及国际上较为著名的环保会议公约作为推动绿色营销的理论依据；深入考察了相关企业，从实际中把握绿色营销的内在规律。更多还原

【Abstract】 Modern environmental and resource problems become more prominent, peoplehave gradually come to realize the tremendous negative impact on traditionalmarketing models. The shortcomings of traditional marketing it runs counter to thefundamental strategic and sustainable human development. Hence the urgent need toachieve marketing model to the ecology, economy and society to achievecoordinated development between man and nature. From the beginning of the 20thcentury to the 1970s.Earlier some of the world’s advanced enterprise will beintroduced to the sustainable development of enterprise development strategies,enterprises to enter into a "green change" stage. In this process, the business was nolonger a pure economic interests as the sole target marketing, Instead, the idea ofenvironmental protection into the production, sales and after-sale service and otherlinks. Green Marketing is a product of the combination of marketing andenvironmental protection, on the basis of its traditional marketing, increasedenvironmental awareness, the emphasis on corporate commitment to high ethical andsocial responsibility. It reflects the question of the ultimate objective of economicdevelopment, development of human values and economic regression.GreenMarketing Enterprises is to comply with the global trend of sustainable development,to meet the demand of green consumption inevitable choice. However, due to thelate start of Green Marketing in China, made certain achievements in the same timeIn the actual implementation is still confronted with many problems. Greenmarketing enterprises to government regulation and market leadership, publicparticipation and the conduct of the premise, This is the motivation for greenmarketing. In addition, this paper discusses the implementation of China’s greenmarketing, the case is analyzed, and the rationalization proposals. The full textaltogether divides into four parts, the first chapter has analyzed the background aswell as the green marketing connotation which the green marketing produces;Second chapter from the practice, the philosophy and society’s angle comes theperspective green marketing; Third chapter carries on the analysis from the societysupport program to the green marketing promotion mechanism; Fourth chaptercarried on to our country green marketing implementation present situation and thecountermeasure studies and proposed the rationalization proposal.The green marketing research already had a longer development in the westerndeveloped country, but in our country or a newer topic, in view of the fact that ourcountry and a western developed country difference bigger fundamental realities of the country, we had the essential relation our country reality, through the theory andthe real diagnosis method analysis green marketing the research technique whichadopted in our country development and promoted□this article was massive readingand the green marketing correlation literature material, understood the greenmarketing the connotation, the significance, the domestic and foreign developmentcourse and so on the basic document, made a comprehensive inspection to the greenmarketing; Several key questions must solve which from the topic obtain, consult therelated domestic and foreign development tendency, the level of development, andthe one by one carries on crosswise and the longitudinal comparison, the inspectionto these questions, analyzes them to affect the green marketing the intrinsic agent;The collection, the reorganization domestic to the green marketing related policy, thelaws and regulations as well as on the international more famous environmentalprotection conference joint pledge takes the impetus green marketing the theorybasis; Thoroughly inspected the correlation enterprise, from is actual grasps thegreen marketing the inherent laws.更多还原