对我国企业绿色营销的探析.docVIP

对我国企业绿色营销的探析 摘要：随着人类对环境的破坏和能源的滥用，生态环境严重恶化，人类赖以生存的世界已变得满目疮痍，严重威胁人类的健康和生存。面对生态危机给人类的警示，政府开始宣传保护环境，消费者开始倡导绿色消费、企业开始实施绿色营销，人类对绿色的渴望从来没有如此强烈过。为了加深对绿色营销的认识和理解，本文主要运用文本细读法、比较法、综合分析法等研究方法，从绿色营销的概念、现状、存在问题及原因和发展对策这几角度对我国企业的绿色营销状况进行深入的探析，从而牢固政府的可持续发展观，改善消费者的绿色消费观念，加强企业的绿色营销意识，建设自然与人类友好相处的和谐社会。 关键词：生态危机；保护环境；绿色消费；绿色营销；可持续发展 Analysis Of Green Marketing In China Name:Guorui StudentNumber:200823060111 Advisor:Wangping Abstract: Along with the human destruction of the environment and energy of the abuse, serious deterioration of the ecological environment, human survival of the earth has become see evidence of people’s distress everywhere, a serious threat to human health and survival. Warning to the human face of ecological crisis, the govemment began to promote the protection of the environment, consumer advocate green consumption, companies began to implement green marketing, human green desire has never been so strong. In order to deepen the awareness and understanding of green marking, this paper mainly used the text peruse method, comparative method, comprehensive analysis and other research methods, from the concept of green marking, the current situation, existing problems and reasons and development of countermeasures for China’s enterprises green marketing analysis, thereby firmly the concept of sustainable development, improve consumers’ green consumption consciousness, strengthen the enterprise’s green marking consciousness, and ultimately to the environment and human live in hurmony and achieve win-win situation. Key words: Ecological Crisis; Protection Of The Envitonment; Green Consumption; Green Marketing; Sustainable Development 一、绿色营销概述 （一）绿色营销产生的背景 随着人类社会的发展，资源的不断开发和滥用使得环境遭到破坏，生态严重恶化，人与自然的关系面临着严峻的挑战。如果人类无视自然环境的持续恶化，那么总会有面临自然残酷反击的一天。绿色营销的诞生并不是偶然的，而是在生态危机警示下和人们对于绿色的强烈呼唤下诞生的。 1.生态危机的警示 当近代工业革命拉开序幕，人类文明进程空前发展，对自然资源的开发和使用也迅速增加，导致能源被消耗，森林被砍伐，植物被破坏，水体被污染，废物被排放。人类如此疯狂地劫掠背后是自然对人类反击的开始。 第一，森林和生物多样性减少。森林是地球之肺，具有保持水土、净化空气和涵养水源的作用。然而经济发展和社会进步使得人们对于木材的需求不断增加，保护与种植森林植被的力度远远