绿色营销的博弈分析与对策探讨.pdfVIP

安徽农业科学，Journal of Anhuì Agri. Scì.2011 ,39(24) :15071 -15074 责任编蟹徐丽华责任校对李去 绿色营销的博弈分析与对策探讨 李庚 (广西经济管理干部学院，广西南宁 53栅7) 摘要 在对开展绿色营销博弈请珑作出一定假设的基础上，对企业之间、企业和消费者之间、消费者自身的绿色营销选择情况进行了博 弈分析。论述了实施绿色营销的必要性:绿色营销是经济可持续发展的必然要求:是绿色消费方式的必然选择;是环境问题法律化的必 然结果。分析了绿色营销实施面临的问题，一是绿色营销的观念尚未确立;二是绿色需求的社会性尚未形成;二是绿色产品的生产性尚 未形成。提出了绿色营销的实施对策:注重现代营销观念的宣传教育;规范绿色产品市场的竞争;加大绿色市场信息的透明度;加强环 保、食品安全的立法工作。 关键词绿色营销;博弈:对策 中图分类号 F304 文献标识码 A 文章编号臼17 -6611 (2011)24 -15071 -04 Game Analysis and Countermeasures Disc也sion on Green Marketing Ll Gen (Gua咿Î Economic Management Cadre Coll咿， Nanning , Guangxi 53刷17) Abstract On the basis of making certain assumption on 由e game conlexl of carηing out green marketing ，由is paper conducts game analysis on Ihe gr世n markelíng choice among enle叩rises ， the green marketing choice between ente叩rises and consumers , and the green marketing choice of consumers. Then this paper expounds 由e necessity of implementing green marketing as follows: 由e green marketing is the inevitable m甲JÎrements of sustainable development of economy; the green m缸-keting Ís 出e inevitable choice of green consumption mode; the green mar- keting is the inevitable results of legalization of environmental problems. 币le problems faced by the implementatíon of green marketing 田吧田础 lyzed 田 follows: fi时，出e concept of green marketing has nol yet been established; second , the sociality of green demand has nol yet taken shape; third , production characteristic of green products has not yel fonned.ηle countenne酷ures of implementing green marketing 田 foIlows: pay attention to the propag四da and education of modern marketing concept; regulale the competition in the market of green products; strength- en 缸ansparency of green market informatíon; reinforce the legislation work of fi∞d 随fety. key words Green marketing; Game; Counlermeasures 近年来，我国的食品行业的负面新闻频发，先是有毒奶 业对对方相互的