利用绿色联盟发展可信的绿色营销--中国如何抓住机遇发展绿色营销.pdf

Using Strategic Alliance to Develop Credible Green Marketing Abstract In recent years, there has emerged a new trend of “green marketing” focusing upon environmental protection. This new trend has been exerting strong impact on the traditional way of international marketing and will be in the mainstream of international marketing for the future. To intensity the research on the new trend is of great significance for improving the capacity of marketing and participating in the competition in the world marketplaces. This paper discusses some of the problems associated with green marketing activities. It examines how to form a strategic alliance with an environmental group, which can assist organizations in overcoming these problems, as well as achieving other objectives. Finally, the article offers some suggestions on how China can meet the challenges of the new trend and grasp opportunities to develop green marketing. Key words: green marketing, strategic alliance I Using Strategic Alliance to Develop Credible Green Marketing 摘要 近年来,涌现出一种注重环境保护的绿色营销新倾向。这种新倾向对传统的国 际营销产生了巨大的影响，并将会成为国际营销的主流。加强对这种新倾向的研究 对提高市场容量和参与在国际市场的竞争有重大的意义。本文首先讨论有关绿色营 销活动的一些问题，然后就如何同环境组建立一个战略联盟能够帮助这些组织克服 问题展开讨论，最后，对中国如何抓住机遇发展绿色营销提出一些建议。 关键词：绿色营销，战略联盟 II Contents 1. INTRODUCTION ························································································································1 2. PROBLEMS WITH GREEN MARKETING ············································································3 3. FORMING STRATEGIC ALLIANCE·············