论“绿色消费”的发展趋势和营销策略.docxVIP

PAGE 18 论“绿色消费”的发展趋势和营销策略 内 容 摘 要 随着生态环境的日益恶化,环境的负面新闻层出不穷,如森林资源的锐减导致水土流失、全球气候变暖导致水位上升、城镇和工人受到地区沙漠化的威胁等等。低碳生活,理性消费成为了人们追求的新时尚。保护环境、有益健康的绿色消费模式正是满足当前时代的发展，符合人们对大健康的要求。正是在这样严峻背景之下，中国人类社会开始考虑是否走持续发展道路。绿色消费成为了实现绿色生活不可或缺的一部分，它是人类在追求经济可持续发展的一种消费方式。以绿色生产促进绿色消费，不断丰富人们的物质与精神文明生活，精神文化的力量引导和推动绿色生活方式的形成。 近年来，国外的绿色消费理论正不断被国内消费人群所接受，认为传统的消费模式是能够对资源环境产生不利的影响。一些企业开始转变自己的经营战略和理念，调整自己的绿色营销策略。但是由于企业接触的绿色理论知识太少，企业的营销战略组合不够完善，影响了我国企业绿色营销的发展。本文在整合大量书籍和学术论文的的情况下，观察绿色消费的发展趋势和对未来社会的发展前景，对绿色消费的发展提出可靠建议。同时，本文还应对进行绿色消费问题作出系统的分析，撰写分析绿色消费发展的因素，从而提出企业绿色营销的优化策略。 关键词：绿色消费；发展趋势；营销策略 On the Development Trend and Marketing Strategy ofGreen Consumption Abstract With the deterioration of the ecological environment, negative environmental news emerges one after another. For example, the sharp decline of forest resources leads to soil erosion, global warming leads to rising water levels, and towns and workers are threatened by regional desertification. Low-carbon life and rational consumption have become the new fashion pursued by people. A green consumption pattern that protects the environment and is beneficial to health meets the development of the current era and meets peoples requirements for great health. It is against this grim background that Chinese human society has begun to consider whether to take the road of sustainable development. Green consumption has become an indispensable part of the realization of green life. It is a way of consumption for human beings to pursue sustainable economic development. Promote green consumption through green production, continuously enrich peoples material and spiritual civilization, and the power of spiritual culture guides and promotes the formation of a green lifestyle. In recent years, foreign green consumption theories are being continuously accepted by domestic consumers, believing that traditional consumption patterns can have adverse effects on resources and environment. Some enterprises have begun to change their management strategies and conc