浅析美国企业生态营销演进历程及对我国的启示.pdfVIP

2002 年4 月 云南财贸学院学报 Apr. ,2002 第18 卷 第2期 Journal of unnan University of Finance and Economics Vol. 18 No.2 浅析美国企业生态营销演进历程及对我国的启示 1 2 邬金涛, 董艳梅 ( 1.武汉大学商学院, 湖北武汉430072;2. 云南财贸学院, 云南 昆明650221) :可持续发展战略仅仅停留在 府宏观层面将很难可持续地发展下去, 只有渗透到企业消费者 这些微观主体的决策思维中才能得以贯彻实施企业营销行为是渗透的最大突破口通过研究美国生态 营销演进历程,从宏观和微观两 个层面分别提出了确立 府的主导地位建立市场化运作的专业团体重建 企业营销道德评价体系;重新认识环境压力重新组织企业机制重新确立营销组合等建议, 期望推进我国 企业向可持续营销战略迈进 :环境保护; 可持续发展; 绿色营销 :F713.50 :A : 1007- 5585(2002)02- 0100- 04 A Brief Analysis of the Gradual Progress in Ecological Marketing of American Enterprises and Its Enlightenment to China 1 2 WU Jin_tao ,DONG an_mei ( 1. Business school fo Wuhan University , Wuhan 430072, China; 2. Yunnan Univ ers ity of Finance and Economics, K unming 650221, China) Abstract : It is difficult to develop for the sustainable development strategy toremain in the level of government macroeconomics,only to infiltrate into the enterprises and into the decisive thinkings of the consumers,thesemicroeconomicbodies,to makethe strategy implement.The breach of the infiltration is the business marketing.By studying the ecological marketing from two points of macro and micro eco nomics,the paper puts forward respectively that we should establish the leading position of the gover ment and set up the professional group of the marketing operation and reestablish the moral evaluation system of the business marketing as well as thatwe should anew recognizethe pressures of environment and reorganize themechanizm of enterprises and reestablish the combination of marketing, and ex