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绿色营销战略始于上世纪60年代末兴起的″环境保护″运动,是21世纪主流的营销模式之一。它不仅有效的实现企业的利润目标和消费者的最大享受目标,而且有利于实现人类社会的可持续发展;然而,绿色营销在我国只停留在宏观层面,在中小企业导入绿色营销更是形同虚设。本文借助于博弈论工具,通过分析认为中小企业应客观、发展的分析市场发展的趋势,在政府相关政策的支持下,尽快树立绿色营销的观念,制定企业市场中长期发展战略和策略。
Green marketing strategy began in the last century, the rise of the “environmental protection” movement in the late 1960s, is one of the mainstream marketing model in the 21st century. It is not only effective to achieve the profit target of the enterprise and the consumer’s most enjoyable goal, but also conducive to the realization of the sustainable development of human society; However, green marketing in our country only stay at the macro level, the introduction of green marketing SMEs is even more abstract. With the aid of game theory tools, SMEs should analyze the development trend of the market in an objective and developmental way. With the support of relevant government policies, they should establish the concept of green marketing as soon as possible and formulate medium- and long-term development strategies and strategies in the enterprise market.