环保企业市场行为问题探究.pdfVIP

摘 要 我国的环保产业是从上世纪70 年代逐渐兴起的，经过近30 年的发展，基本 已经建立起了较为完整的产业体系。然而，环保产业现阶段的发展水平仍不能完 全满足国内日益增长的环保需求，尤其在环保企业市场行为方面，存在着很多不 足，如企业不合理的定价策略、不重视技术开发与创新、忽视自身品牌建设甚至 营造虚假广告等，这些问题的存在是造成目前我国环保产业整体绩效低下的重要 原因。而如果结合环保产业政策依赖性、外部经济性、资本密集性等产业特征， 探求环保企业不合理行为的根源，我们可以发现，这些不合理的市场行为与目前 国内环保产业的市场结构及政府环保政策的制定等因素有着密切的联系。 基于以上背景，本文以产业组织理论及市场行为学理论为基础，在系统分析 我国环保产业组织现状的情况下，重点研究了中国环保企业的市场行为问题，探 求其背后的诱因并提出了若干环保企业可采取的行为策略。本文认为：环保企业 的发展是一个长期的过程，要提高自身绩效，除了需要运用一定的价格策略，更 要重视技术的开发与创新等非价格策略的实施。另外，企业的行为也离不开政策 环境的支持，我国政府制定其环保政策时，除了结合中国国情，还应借鉴国外发 达国家的相关经验，从而为我国的环保企业提供一个良好的政策环境，进而带动 整个产业的发展。同时，应提高全社会的环保意识，提倡公众监督，强化企业和 个人的环保自律和自觉行为。 关键词：环保企业 市场行为 产业组织 环境政策 企业社会责任 ABSTRACT From 1970’s, China began to develop its environmental protection industry. After almost 30 years, it has established its own industrial system. But the level of Chin’s environmental protection industry still can not meet the increasing demand for environmental protection, especially in the field of market conducts of environmental enterprises. There are a lot of problems that exist, such as the illogical pricing strategy, the ignorance on research and development and the construction of its brand. Some environmental enterprises even make illusive advertisement. All these problems put great negative influence on the performance of China’s environmental protection industry. If we consider the industrial characteristics of environmental protection industry that it is greatly affected by the environmental policy and investment and so on, we may find that the illogical conducts of China’s environmental enterprises are closely related to the market structure and the environmental policies that are made by local governments. All these factors can affect the conducts of environmental enterprises, Based on this background, this paper uses the principle of i