當(dāng)今企業(yè)綠色營銷與可持續(xù)發(fā)展中英文淺談

1、 當(dāng)今企業(yè)綠色營銷與可持續(xù)發(fā)展中英文淺談enterprise green marketing and sustainable development in both chinese and english introduction 論文摘要：當(dāng)今時代，全球經(jīng)濟的發(fā)展迅速，但是人類的一些經(jīng)濟活動已經(jīng)導(dǎo)致了生態(tài)環(huán)境的惡化和自然資源的短缺，嚴重影響著人類的生存與發(fā)展。人們開始關(guān)注環(huán)境與安全，綠色消費成了一種消費潮流。從而推動了綠色營銷的產(chǎn)生。由此，企業(yè)營銷步入了集企業(yè)責(zé)任與社會責(zé)任為一體的理性化高級階段。企業(yè)只有積極適應(yīng)綠色營銷，才能更好的獲得更大的利潤，人與自然才能更好的和諧相處，我國的經(jīng)濟才能實

2、現(xiàn)可持續(xù)發(fā)展。abstract: in today's era, the global economy is developing rapidly, but some of the human economic activity has led to the deterioration of ecological environment and the shortage of natural resources, seriously affecting human survival and development. people begin to pay close attention

3、 to the environment and safety, green consumption has become a trend. to promote the green marketing. thus, enterprise marketing into the collection of corporate responsibility and social responsibility as one of the rational advanced stage. enterprise only to adapt to the green marketing actively,

4、can better get more profits, people and nature can harmonious get along better, our country's economy to achieve sustainable development. 論文關(guān)鍵詞：綠色營銷；可持續(xù)發(fā)展；綠色消費；營銷觀念；綠色產(chǎn)品key words: green marketing; sustainable development; green consumption; marketing concept; green products 一、綠色營銷與可持續(xù)發(fā)展的相關(guān)概述one,

5、 the overview of the green marketing and sustainable development （一）綠色營銷的相關(guān)闡述(a) green marketing related in this paper “綠色營銷”這一概念是英國威爾斯大學(xué)肯·畢提教授在綠色營銷化危機為商機的經(jīng)營趨勢一書中提出來的。綠色營銷是一種能辨識、預(yù)期及符合消費的社會需求，并且可帶來利潤及永續(xù)經(jīng)營的管理過程。綠色營銷，不僅要求企業(yè)對人、財、物、信息、形象等有形和無形資源進行優(yōu)化配置，從而產(chǎn)生經(jīng)濟效益，而且還要求企業(yè)將社會效益和生態(tài)效益放到重要位置。使三者有機的結(jié)合，從而產(chǎn)生綠色

6、效益。綠色營銷是指以促進可持續(xù)發(fā)展為目標，為實現(xiàn)經(jīng)濟利益、消費者需求和環(huán)境利益的統(tǒng)一，市場主體根據(jù)科學(xué)性和規(guī)范性的原則，通過有目的、有計劃地開發(fā)及同其他市場主體交換產(chǎn)品價值來滿足市場需求的一種管理過程。the concept of "green marketing" is the british wales university professor ken biti in the green marketing - turn crisis into opportunity management trends in the book. green marketing is a

7、 kind of can identify, expectations, and meet the demand of consumer society, and it can be profitable and sustainable business management process. green marketing, not only requires companies to people, money, content, information, images and other tangible and intangible resources to optimize conf

8、iguration, so as to produce economic benefits, but also require companies to social benefits and ecological benefits in the important position. make all organic combination of producing green benefits. green marketing refers to promotion of sustainable development as the goal, to achieve the unity o

9、f the economic benefits, consumer demand, and environmental benefits, market main body based on the principle of scientific and normative, by purposeful, systematic development and exchange with other market main body product value to meet the market demand of a kind of management process. （二）可持續(xù)發(fā)展的

10、相關(guān)概述(2) the relevant overview of sustainable development 可持續(xù)發(fā)展是一種注重長遠發(fā)展的經(jīng)濟增長模式，最初于1972年提出，指既滿足當(dāng)代人的需求，又不損害后代人滿足其需求的能力，是科學(xué)發(fā)展觀的基本要求之一?？沙掷m(xù)發(fā)展是既滿足當(dāng)代人的需求，又不對后代人滿足其需求的能力構(gòu)成危害的發(fā)展。它們是一個密不可分的系統(tǒng)，既要達到發(fā)展經(jīng)濟的目的，又要保護好人類賴以生存的大氣、淡水、海洋、土地和森林等自然資源和環(huán)境，使子孫后代能夠永續(xù)發(fā)展和安居樂業(yè)?？沙掷m(xù)發(fā)展與環(huán)境保護既有聯(lián)系，又不等同。sustainable development is a focus

11、 on long-term development of the economic growth pattern, first put forward in 1972, refers to satisfy the demand of modern people, and does not harm the ability of future generations to meet their demand, is one of the basic requirements of the scientific outlook on development. sustainable develop

12、ment is to meet the needs of contemporary, and no future generations to meet their demand for the ability to constitute a hazard. they are an inseparable system, both to achieve the purpose of economic development, and to protect human survival of atmosphere, fresh water, sea, land and forest and ot

13、her natural resources and environment, enable future generations to sustainable development and to live and work in peace and contentment. sustainable development and environmental protection both contact and not equal. 二、可持續(xù)發(fā)展要求企業(yè)實施綠色營銷second, sustainable development requires enterprises to impleme

14、nt green marketing （一）謀求長遠利益(a) seeking long-term interests 綠色營銷要求企業(yè)不僅需滿足消費者的需求，而且要符合環(huán)保的長遠利益，將企業(yè)利益、消費需求和環(huán)保合理、科學(xué)地統(tǒng)一起來；要求企業(yè)在每個環(huán)節(jié)都注入環(huán)保因素，采取新的、符合環(huán)保要求的綠色策略。綠色營銷可規(guī)范企業(yè)行為，增強企業(yè)合理利用資源，提高環(huán)保意識，促使企業(yè)走可持續(xù)發(fā)展的道路green marketing requires companies not only need to meet the needs of the consumers, and to meet the long-

15、term benefits of environmental protection, the enterprise profit, consumer demand, and environmental protection, scientific and reasonable to unify; require companies to injection in each link of environmental factors, adopt new and conform to the requirements of environmental protection of green st

16、rategy. green marketing can standardize enterprise behavior, enhance enterprise reasonable use of resources, enhance environmental awareness, encourage enterprises to the road of sustainable development （二）適應(yīng)時代主流(2) to adapt to the era mainstream “綠色”已深入社會每個角落，也成了當(dāng)今社會的主流。綠色營銷作為一種積極的方式，它使企業(yè)從被動的狀態(tài)下解放出

17、來，主動迎接挑戰(zhàn)，以一種新的姿態(tài)順應(yīng)時代潮流，從中獲得可持續(xù)發(fā)展。"green" has been deep into every corner of society, has become the mainstream of today's society. green marketing as a positive way, it makes the enterprise from the passive condition, meet the challenge actively, conform to the trend of the times, with

18、 a new attitude to obtain sustainable development. （三）減少環(huán)境問題(3) to reduce environmental problems 企業(yè)通過開發(fā)綠色產(chǎn)品，減少污染，開展綠色營銷，并引導(dǎo)可持續(xù)發(fā)展的消費模式，可大幅度降低環(huán)境污染，緩解環(huán)境生態(tài)壓力，促進企業(yè)的可持續(xù)發(fā)展。enterprise through the development of green products, to reduce pollution, to carry out green marketing, and guide the consumption patt

19、ern of sustainable development, can greatly reduce the pollution of the environment, alleviate the pressure of the ecological environment, promote enterprise's sustainable development. 三、我國企業(yè)開展綠色營銷的現(xiàn)狀及問題third, china's enterprises to carry out the present situation and problems of green marke

20、ting （一）國民的環(huán)保意識不強(a) the national environmental protection consciousness is not strong 公眾的環(huán)保意識是實施綠色營銷中不可忽視的一個重要方面。只有公眾的整體素質(zhì)有了很大的提高，綠色觀念才能得到普及。而與此同時，絕大多數(shù)生態(tài)過程并不是一時就能被人們所感知的，有些過程需要幾十年、幾百年甚至上千年才會有明顯的跡象，才能被消費者所感知。我國是發(fā)展中國家，土地遼闊，人口眾多，因此各地區(qū)的經(jīng)濟文化水平參差不齊，環(huán)保意識也參差不齊?？偟膩碚f，我國國民的環(huán)保意識不強。the public's environmenta

21、l awareness is in the implementation of green marketing can not be neglected, an important aspect. only the public had the very big enhancement, the general quality of the green idea to gain popularity. and at the same time, the vast majority of ecological process and not a moment can be perceived b

22、y people, some process need for decades, hundreds or even thousands of years to have obvious signs, can be perceived by consumers. our country is a developing country, vast territory, large population, so different levels of regional economic culture, environmental protection consciousness is also u

23、neven. overall, the national environmental protection consciousness is not strong. （二）經(jīng)濟基礎(chǔ)不足，環(huán)保技術(shù)落后(2) the lack of economic foundation, environmental protection technology lag behind 我國整體環(huán)保技術(shù)水平遠落后與于發(fā)達國家。由于我國的國有大中型企業(yè)普遍虧損，企業(yè)承擔(dān)的環(huán)保成本能力有限，加上環(huán)保意識不強，不愿花人力、氣力和財力進行環(huán)保技術(shù)開發(fā)，而從國外進口技術(shù)，將使企業(yè)承擔(dān)更高的價格，這就進一步阻礙了環(huán)保技術(shù)的發(fā)展。

24、china's overall environmental protection technical level is far behind and in developed countries. because our country state-owned large and medium-sized enterprises widespread losses, the environmental cost of enterprise bear ability is limited, plus the environmental protection consciousness i

25、s not strong, don't want to spend manpower, energy and financial resources to undertake environmental protection technology development, and import technology from abroad, will enable enterprises pay a higher price, it is further hindered the development of green technology. （三）環(huán)境保護的法律還待完善(3) th

26、e environmental protection law has to be perfect 我國現(xiàn)已具有環(huán)境保護法、固體廢物污染環(huán)境防治法、環(huán)境噪聲污染防治條例等環(huán)境保護法律及環(huán)境保護行政法規(guī)，還有地方性的環(huán)保法規(guī)和條例。這說明我國已在環(huán)境立法上已初具規(guī)模。然而，相對于一些發(fā)達國家，我國的環(huán)境立法滯后且量刑偏輕、行政上存在政企不分、以權(quán)代法的弊端。當(dāng)時性綠色營銷的企業(yè)發(fā)現(xiàn)自己的經(jīng)營成本遠高于同行，在競爭中處于極不利的地位時，這種情況會大大挫傷推行綠色營銷的積極性。china now has the environmental protection law ", "la

27、w on the prevention and control of environmental pollution by solid waste, the regulations on the prevention and control of environmental noise pollution and other environmental protection laws and administrative rules and regulations, and environmental protection and local environmental laws and re

28、gulations. this shows that our country already has begun to take shape in the environmental legislation. however, compared with some developed countries, our country's environmental legislation lag and sentencing partial light, the administrative method of enterprise management, to power generat

29、ion. at the time of green marketing of enterprises find themselves operating cost is much higher than peers, at a disadvantage in the competition, this will greatly affect the enthusiasm of implementation of green marketing. 四、綠色營銷的實施步驟fourth, the implementation of green marketing steps 綠色營銷是基于企業(yè)、顧客

30、、環(huán)境及利益的一種戰(zhàn)略性協(xié)調(diào)，其具體實施過程，必須結(jié)合企業(yè)所處的環(huán)境極其自身實際情況加以規(guī)劃和執(zhí)行。green marketing is based on the interests of the enterprise, customers, environment and a strategic coordination, the specific implementation process, must be in combination with the practical situation of enterprise's environment and its plannin

31、g and execution. （一）樹立綠色營銷觀念(a) establish green marketing concept 企業(yè)各部門都應(yīng)該以綠色營銷觀念為指導(dǎo)思想，從戰(zhàn)略計劃到實施過程都應(yīng)貫徹綠色觀念。all the departments of the enterprise should be guided by the concept of green marketing idea, from strategic planning to the implementation process should implement the concept of green. （二）收集綠

32、色信息，分析綠色需求(2) the green information collection, analysis of the green demand 綠色信息包括如下內(nèi)容：綠色消費信息、綠色科技信息、綠色資源和產(chǎn)品開發(fā)信息、綠色法規(guī)信息、綠色組織信息、綠色競爭信息、綠色市場規(guī)模信息，等等。在此基礎(chǔ)上，分析綠色消費需求所在極其需求量的大小，為綠色營銷戰(zhàn)略的制定提供green information includes the following content: the green consumption, green, green science and technology informa

33、tion resource and information product development information, green regulations, competitive information organization information green, green, green, the size of the market information, and so on. on this basis, the analysis of the size of the demand for green consumption demand is extremely, to p

34、rovide for the establishment of green marketing strategy 依據(jù)。on the basis of. （三）制定綠色營銷戰(zhàn)略計劃，樹立良好的綠色企業(yè)形象(3) the green marketing strategy plan, set up green enterprise image of the good 企業(yè)為了適應(yīng)全球可持續(xù)發(fā)展戰(zhàn)略的要求，實現(xiàn)綠色營銷的戰(zhàn)略目標，求得自身的持續(xù)發(fā)展，必須使自己朝著綠色企業(yè)方向發(fā)展。為此，企業(yè)必須制定相應(yīng)的戰(zhàn)略計劃。enterprise in order to adapt to the require

35、ment of global sustainable development strategy, implement green marketing strategy goal, seek the sustainable development of itself, must make their development in the direction of green enterprise. therefore, enterprises must adopt the corresponding strategy. 1.綠色營銷戰(zhàn)略計劃。在生產(chǎn)經(jīng)營活動之前，制定一個總的計劃?綠色營銷戰(zhàn)略計劃

36、，包括清潔生產(chǎn)計劃、環(huán)保投資計劃、綠色教育計劃、綠色營銷計劃等。1. the green marketing strategy plan. before the production and business operation activities, a general plan? - green marketing strategy plan, including clean production, environmental protection investment, green education plan, green marketing plans, etc. 2.綠色企業(yè)形象塑

37、造戰(zhàn)略。導(dǎo)入企業(yè)形象識別系統(tǒng)cis，特別是要在爭取獲得綠色標志的基礎(chǔ)上制定綠色企業(yè)形象戰(zhàn)略，對于統(tǒng)一綠色產(chǎn)品標志形象識別、加強綠色產(chǎn)品標志的管理、提高經(jīng)營綠色產(chǎn)品企業(yè)自身保護能力、增強企業(yè)競爭意識、拓展市場、促進銷售等均十分重要。2. the green shape the corporate image strategy. import cis corporate image recognition system, especially in seeking green marks on the basis of making green corporate image strategy,

38、unified for green product logo image recognition, to strengthen the management of green products, protect the resistance of the green products enterprise, the enhancement enterprise competitiveness and expand market, promote sales and so on are very important. （四）開發(fā)綠色資源和綠色產(chǎn)品(4) to develop green reso

39、urces and green products 全球可持續(xù)發(fā)展戰(zhàn)略要求實現(xiàn)資源的永續(xù)利用，企業(yè)要適應(yīng)該戰(zhàn)略要求，在進行綠色營銷時，開發(fā)綠色資源就顯得十分重要。企業(yè)應(yīng)在現(xiàn)有的基礎(chǔ)上，利用新科技、開發(fā)新能源、節(jié)能節(jié)源、綜合利用。綠色資源開發(fā)的著眼點可以放在：無公害新型能源、資源的開發(fā)，如風(fēng)能、水能和太陽能以及各種新型替代能源等；節(jié)省能源和資源的途徑及工藝，采用新科技、新設(shè)備，提高能源和資源的利用率；廢棄物的回收和綜合利用。global sustainable development strategy realize the sustainable use of resources, enterp

40、rises should adapt to the strategic requirements, in the green marketing, develop green resources becomes very important. enterprises should on the basis of existing, the use of new technologies, develop new energy source, energy saving and comprehensive utilization. a focal point of green resources

41、 development can be placed in: development of pollution-free new energy, resources, such as wind, water, and solar power as well as a variety of new alternative energy sources, etc.; ways to save energy and resources and technology, the adoption of new technology, new equipment, improve the utilizat

42、ion rate of energy and resources; waste recycling and comprehensive utilization. 綠色產(chǎn)品的開發(fā)，是企業(yè)實施綠色營銷的支撐點。開發(fā)綠色產(chǎn)品，要從設(shè)計開始，包括材料的選擇，產(chǎn)品結(jié)構(gòu)、功能、制造過程的確定，包裝及運輸方式，產(chǎn)品的使用甚至產(chǎn)品廢棄物的處理等都要考慮對生態(tài)環(huán)境的影響。the development of green products, is the enterprise implementation of green marketing support. began to develop green pro

43、ducts, from design, including the choice of materials, product structure, function, the determination of the manufacturing process, packaging and transportation, the use of the product or product waste processing and other impact on the ecological environment must be considered. （五）選擇綠色渠道(5) choose

44、the green channel 選擇恰當(dāng)?shù)木G色銷售渠道是拓展銷售市場，提高綠色產(chǎn)品市場占有率，擴大綠色產(chǎn)品銷售量，成功實施綠色營銷的關(guān)鍵，企業(yè)可以通過創(chuàng)建綠色產(chǎn)品銷售中心，建立綠色產(chǎn)品連鎖店，設(shè)立一批綠色產(chǎn)品專柜、專營店或直銷。choosing the right green marketing channels to expand sales market, improve market share, green products to expand green products sales, the key to a successful implementation of green

45、 marketing, enterprise can through the creation of green product sales center, build green product chain, set up a batch of green products shop, store or outlet. 1.在大中城市建立綠色產(chǎn)品的銷售中心。1. the sales center in the large and medium-sized cities to establish green products. 2.建立綠色產(chǎn)品連鎖商店。2. establish green p

46、roducts chain store. 3.借助社會渠道，建立一批綠色產(chǎn)品專柜或?qū)I店。3. with the aid of social channels, set up a batch of green products shop or store. 4.直銷。對于一些易腐爛變質(zhì)或喪失鮮活性的綠色食品，如蔬菜、水果等要盡量縮短流通渠道，以免遭受污染和損失，可以采取直銷的方式。4. direct selling. for some easy to rot or loss of the fresh green food such as vegetables, fruits, etc. try

47、 to shorten the circulation channels, in order to avoid contamination and loss, can adopt the method of direct selling. （六）實施綠色管理(6) to implement green management 綠色管理是融環(huán)境保護的觀念于企業(yè)的經(jīng)營管理之中的一種管理方式。實施綠色管理應(yīng)該：green management is melts the idea of environmental protection in enterprise operation and management of a kind of management style. implementation of green management should be: 1.應(yīng)該建立企業(yè)環(huán)境管理新體系。1. new enterprise environmental management system should be established. 2.要進行全員環(huán)境教育，提高企業(yè)的環(huán)境能動性。2. education must carry on the overall environment,