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绿色营销是21世纪企业提升可持续竞争力、获得可持续发展的有效途径。绿色营销的实施是企业、消费者和政府三方博弈的过程,本文运用博弈理论对绿色营销过程中相关的博弈进行了分析。
Green marketing is an effective way for enterprises in the 21st century to enhance sustainable competitiveness and achieve sustainable development. The implementation of green marketing is a three-party game between enterprise, consumer and government. This paper uses game theory to analyze the relevant game in the green marketing process.