| 我国企业绿色营销的困境及对策分析 |
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| 引用本文： | 王志宏,尹文娟.我国企业绿色营销的困境及对策分析[J].科技管理研究,2011,31(10). |
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| 作者姓名： | 王志宏 尹文娟 |
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| 作者单位： | 1. 青岛理工大学人文与社会科学学院,山东青岛,266520
2. 东北大学文法学院,辽宁沈阳,110004 |
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| 基金项目： | 辽宁省教育厅2009年度高等学校科研项目“辽宁企业绿色营销的困境与对策研究”(2009A610) |
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| 摘 要： | 首先从营销理念、技术水平和营销策略三方面肯定了我国企业在实施绿色营销现阶段取得的成绩。接着进一步揭示出这一过程中暴露出来的一些阻碍企业绿色营销健康有序发展的内、外部障碍性因素,如营销理念不完备、绿色市场混乱等。最后沿着这些问题追根溯源,尝试提出了对应的解决措施。
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| 关 键 词： | 绿色营销 困境 对策 可持续发展 |
Dilemma and Countermeasures of Green Marketing in Chinese Enterprises |
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| WANG Zhihong,YIN Wenjuan.Dilemma and Countermeasures of Green Marketing in Chinese Enterprises[J].Science and Technology Management Research,2011,31(10). |
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| Authors: | WANG Zhihong YIN Wenjuan |
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| Institution: | WANG Zhihong1,YIN Wenjuan2(1.School of Humanities and Social Science,Qingdao Technological University,Qingdao 266520,China,2.College of Literature and Law,Northeast University,Shenyang 110004,China) |
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| Abstract: | Firstly,the article commends that Chinese enterprises have made progress in applying green marketing in three aspects,from marketing concepts,technological level to marketing countermeasures.And further more,it reveals the inner and outer obstacle components which prevent enterprises from developing green marketing healthily and orderly,such as imperfection of marketing concept,disorder of green market,etc.Finally,it puts forward some countermeasures based on tracing to the source of these problems |
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| Keywords: | green marketing dilemma countermeasures sustainable development |
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