可持續(xù)發(fā)展與企業(yè)綠色營(yíng)銷

目  錄
摘要：………………………………………………………………………………………………1
關(guān)鍵字: ……………………………………………………………………………………………1
1.企業(yè)可持續(xù)發(fā)展的含義…………………………………………………………………………1
2.綠色營(yíng)銷的概念…………………………………………………………………………………2
2.1綠色營(yíng)銷觀念強(qiáng)調(diào)需求的全面性，同時(shí)強(qiáng)調(diào)要合理引導(dǎo)消費(fèi)…………………………3
2.2綠色營(yíng)銷觀念強(qiáng)調(diào)經(jīng)營(yíng)活動(dòng)的可持續(xù)性…………………………………………………3
2.3綠色營(yíng)銷觀念要求擴(kuò)展后營(yíng)銷的內(nèi)容……………………………………………………3
2.4綠色營(yíng)銷觀念要求重建競(jìng)爭(zhēng)觀念…………………………………………………………3
3.綠色營(yíng)銷對(duì)企業(yè)可持續(xù)發(fā)展戰(zhàn)略的意義 ……………………………………………………3
3.1綠色營(yíng)銷是企業(yè)可持續(xù)發(fā)展的要求………………………………………………………4
3.2綠色營(yíng)銷有利于企業(yè)獲得合理經(jīng)濟(jì)效益…………………………………………………4
3.3企業(yè)長(zhǎng)遠(yuǎn)發(fā)展的必然選擇…………………………………………………………………4
3.3.1實(shí)施綠色營(yíng)銷是有利于社會(huì)經(jīng)濟(jì)的可持續(xù)發(fā)展………………………………………4
3.3.2實(shí)施綠色營(yíng)銷有利于企業(yè)產(chǎn)品在市場(chǎng)上贏得競(jìng)爭(zhēng)優(yōu)勢(shì)………………………………5
3.3.3有利于企業(yè)資源的合理利用……………………………………………………………5
3.3.4開展綠色營(yíng)銷有利于企業(yè)實(shí)施全球化戰(zhàn)略……………………………………………5
3.3.5有利于企業(yè)形象的“美化” ……………………………………………………………………5
3.3.6有利于塑造良好的企業(yè)文化……………………………………………………………5
4.企業(yè)實(shí)施綠色營(yíng)銷的內(nèi)容和步驟 ……………………………………………………………6
4.1搜集綠色信息,分析綠色需求 ……………………………………………………………6
4.2制定綠色營(yíng)銷戰(zhàn)略計(jì)劃,樹立良好的綠色企業(yè)形象 ……………………………………6
4.3開發(fā)綠色資源和綠色產(chǎn)品…………………………………………………………………6
4.4制定綠色價(jià)格………………………………………………………………………………7
4.5選擇綠色渠道………………………………………………………………………………7
4.6開展綠色產(chǎn)品的促銷活動(dòng)…………………………………………………………………7
4.7實(shí)施綠色管理…………………………………………………………………………………8
5.企業(yè)實(shí)施綠色營(yíng)銷的戰(zhàn)略與對(duì)策 ……………………………………………………………… 8
5.1企業(yè)管理層的戰(zhàn)略決策的轉(zhuǎn)變…………………………………………………………………………… 8
5.2.基于可持續(xù)發(fā)展的綠色產(chǎn)品開發(fā)設(shè)計(jì)…………………………………………………………………… 8
5.3推行綠色營(yíng)銷戰(zhàn)略…………………………………………………………………………9
結(jié)束語(yǔ): …………………………………………………………………………………………… 9
致謝  ………………………………………………………………………………………………10
參考文獻(xiàn): …………………………………………………………………………………………10

摘要： 企業(yè)可持續(xù)發(fā)展不僅表現(xiàn)為企業(yè)持續(xù)、穩(wěn)定、健康的發(fā)展，延長(zhǎng)企業(yè)壽命，還表現(xiàn)為企業(yè)發(fā)展與自然環(huán)境的改善、社會(huì)發(fā)展的和諧統(tǒng)一。而綠色營(yíng)銷正是企業(yè)實(shí)現(xiàn)可持續(xù)發(fā)展的重要途徑。企業(yè)可持續(xù)發(fā)展的重要內(nèi)容之一就是實(shí)施綠色營(yíng)銷。綠色營(yíng)銷是企業(yè)營(yíng)銷步入了集企業(yè)責(zé)任與社會(huì)責(zé)任為一體的理性化的高級(jí)階段,因此,企業(yè)綠色營(yíng)銷戰(zhàn)略的實(shí)施顯得尤為重要。本文基于循環(huán)經(jīng)濟(jì)企業(yè),探討企業(yè)如何實(shí)施綠色營(yíng)銷戰(zhàn)略,走一條可持續(xù)發(fā)展的道路。
關(guān)鍵詞：企業(yè) 可持續(xù)發(fā)展 綠色營(yíng)銷
Abstract：Enterprises sustainable development not only in companies, stable and healthy development of enterprises and enterprise life to develop and improve the environment and social development of harmonized unification. the green marketing enterprises to achieve sustainable development is an important means for sustainable development. enterprises one important part of the implementation of the green marketing. green marketing is the responsibility of marketing into enterprises and social responsibility for one reason for a higher stage, therefore, enterprises green marketing strategy of was especially important. this article is based on the recycling economy enterprises, enterprises how to implement the green marketing strategy, a sustainable development road
Keywords: enterprise Sustainable development Green marketing