| 解读"绿色营销" |
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| 引用本文： | 陈磊.解读"绿色营销"[J].湖南工业大学学报,2006,20(5). |
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| 作者姓名： | 陈磊 |
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| 作者单位： | 湖南工业大学,湖南,株洲,412008 |
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| 摘 要： | 绿色营销的兴起源自于生态环境的恶化与消费者环保意识的增强,其核心是按照环保与生态原则来选择和确定营销组合的策略,是建立在绿色技术、绿色市场和绿色经济基础上,对人类的生态关注给予回应的一种经营方式。因此,绿色营销具有深刻的伦理蕴涵。目前,我国企业绿色营销面临着与企业行为逻辑的现实冲突。
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| 关 键 词： | 绿色营销 运作系统 伦理价值 生成背景 |
On "Green Marketing" |
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| CHEN Lei.On "Green Marketing"[J].Journal of Hnnnan University of Technology,2006,20(5). |
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| Authors: | CHEN Lei |
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| Abstract: | Green marketing stems from the degrading of ecological environment and consumer's increasing sense of(environmental) protection.The essence of green marketing is to response actively to man's increasing concern for ecological(environment) and make choices and decisions in marketing by adhering to the environmental protection principle and the(ecological) principle and building up green technology,green market and green industry.Therefore,green marketing has profound ethical connotation.However,green marketing in present Chinese enterprises is actually in conflict with the logics of enterprise behavior. |
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| Keywords: | green marketing operating system ethical values background |
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