我国乡镇企业绿色营销实施战略研究.docVIP

题目：我国乡镇企业绿色营销实施战略研究 摘 要 在以人类生态环境为主题的“绿色行动”浪潮 绿色营销己愈来愈引起世界各国的普遍关注今天全球化的市场竞争己不仅仅是技术与质量的竞争而是智慧与经营管理功夫的较量。对我国企业而言这是真正的生与死的挑战要想在市场上游刃有余必须根据自身的特点制定出快速灵活的营销策略正确分析与认清乡镇企业发展面临的问题不断适应世界市场对地球生态的日益关注和绿色消费的不断成长，接受和采取“绿色营销”的观念，实施经济发展和环境保护相协调的绿色营销是乡镇企业从量的扩张向质的提高的必要条件Abstract Because of the promotion of the green action campaign with the theme of human ecology ,green marketing has been paid more and more attention around the world. The competition in the globalized market in nowadays, the importance is not only the technology and the quality ,but also the wisdom and management skills contest. To township enterprises in China, this is the real challenge of life and death. In order to competent successfully in the market, township enterprises must be based on its own characteristics, develop fast and flexible marketing strategy. Analysising and recognizing the problems correctly that the township enterprises faced in their development, adapting to the world market of the growing concern to the Earth ecology and the growing green consumption constantly, accepting and adopting the view of green marketing, taking green marketing that coordinate the implementation of economic development and environmental protection, are the necessary condition to township enterprises from quantity expansion to qualitative improvement. But we must also realize that even in large enterprises in China, green marketing for the extent not the same, some even have ended in failure. Similarly, considering the characteristics of the township enterprises in China, implementing green marketing in township enterprises , the obstacles exist in one way or another, such as the following : The organizational barriers shaped by strong family values in township enterprises; The awareness obstacles because of the less cultural; The technical barriers as a low level of science and technology and the revenue obstacles for the low level of economic development. How to overcome these obstacles and find true path for t