| 绿色营销：变革、冲突与战略选择 |
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| 引用本文： | 郑继方.绿色营销：变革、冲突与战略选择[J].武汉化工学院学报,2002,24(1):91-94. |
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| 作者姓名： | 郑继方 |
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| 作者单位： | 武汉化工学院人文与管理学院 湖北武汉430073 |
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| 摘 要： | 绿色营销作为市场营销观念的革命在我国企业管理领域方兴未艾。通过论述绿色营销变革的基础与特征,从理论上阐明企业行为逻辑与绿色营销的内在冲突,提出了我国目前实施“政府主导型”绿色营销发展战略的构想。
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| 关 键 词： | 绿色营销 市场经济 企业行为 技术创新 企业经营 经营战略 |
| 文章编号： | 1004-4736(2002)01-0091-04 |
| 修稿时间： | 2002年1月4日 |
Green marketing: revolution, conflict and strategy selection |
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| ZHENG Jifang.Green marketing: revolution, conflict and strategy selection[J].Journal of Wuhan Institute of Chemical Technology,2002,24(1):91-94. |
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| Authors: | ZHENG Jifang |
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| Abstract: | Green marketing is unfolding in enterprise management field in China as the revolution for marketing concept. Through discussing foundation and characteristic of green marketing revolution, the internal conflict between enterprise action logic and green marketing on theory is explained; the idea for "government leading style" green marketing development strategy which is performed in present by our country is propounded. |
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| Keywords: | green marketing market economy enterprise behavior technology innovation strategy |
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