绿色营销战略与四大动力系统构建

通过对企业实施绿色营销的SWOT分析,阐明了企业的行为逻辑与绿色营销之间存在的内在冲突,认为只有在政府部门、社会研究部门以及消费者群体优先行动之后,以经济利益最大化为动机的企业才会自觉、自动地肩负起企业营销的社会责任和环保责任。并提出了构建四大动力系统推动绿色营销开展的构想。

The green marketing strategy and construction of four big dynamic systems

Making the SWOT analysis of the enterprise implementing the green marketing,the intrinsic conflict existing in the enterprise behavior logic and the green marketing is expounded.It is thought that only after the government department,the society study part as well as the consumer community have dominated action,only then could the enterprise that takes the economical benefit maximization as the motive take the social responsibility and the environmental protection responsibility of enterprise marketing self-consciously and automatically.Then the conception of building four big dynamic systems and advancing the green marketing is proposed.