当今企业绿色营销与可持续发展中英文浅谈

1、 当今企业绿色营销与可持续发展中英文浅谈enterprise green marketing and sustainable development in both chinese and english introduction 论文摘要：当今时代，全球经济的发展迅速，但是人类的一些经济活动已经导致了生态环境的恶化和自然资源的短缺，严重影响着人类的生存与发展。人们开始关注环境与安全，绿色消费成了一种消费潮流。从而推动了绿色营销的产生。由此，企业营销步入了集企业责任与社会责任为一体的理性化高级阶段。企业只有积极适应绿色营销，才能更好的获得更大的利润，人与自然才能更好的和谐相处，我国的经济才能实

2、现可持续发展。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. 论文关键词：绿色营销；可持续发展；绿色消费；营销观念；绿色产品key words: green marketing; sustainable development; green consumption; marketing concept; green products 一、绿色营销与可持续发展的相关概述one,

5、 the overview of the green marketing and sustainable development （一）绿色营销的相关阐述(a) green marketing related in this paper “绿色营销”这一概念是英国威尔斯大学肯·毕提教授在绿色营销化危机为商机的经营趋势一书中提出来的。绿色营销是一种能辨识、预期及符合消费的社会需求，并且可带来利润及永续经营的管理过程。绿色营销，不仅要求企业对人、财、物、信息、形象等有形和无形资源进行优化配置，从而产生经济效益，而且还要求企业将社会效益和生态效益放到重要位置。使三者有机的结合，从而产生绿色

6、效益。绿色营销是指以促进可持续发展为目标，为实现经济利益、消费者需求和环境利益的统一，市场主体根据科学性和规范性的原则，通过有目的、有计划地开发及同其他市场主体交换产品价值来满足市场需求的一种管理过程。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）可持续发展的

10、相关概述(2) the relevant overview of sustainable development 可持续发展是一种注重长远发展的经济增长模式，最初于1972年提出，指既满足当代人的需求，又不损害后代人满足其需求的能力，是科学发展观的基本要求之一。可持续发展是既满足当代人的需求，又不对后代人满足其需求的能力构成危害的发展。它们是一个密不可分的系统，既要达到发展经济的目的，又要保护好人类赖以生存的大气、淡水、海洋、土地和森林等自然资源和环境，使子孙后代能够永续发展和安居乐业。可持续发展与环境保护既有联系，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、可持续发展要求企业实施绿色营销second, sustainable development requires enterprises to impleme

14、nt green marketing （一）谋求长远利益(a) seeking long-term interests 绿色营销要求企业不仅需满足消费者的需求，而且要符合环保的长远利益，将企业利益、消费需求和环保合理、科学地统一起来；要求企业在每个环节都注入环保因素，采取新的、符合环保要求的绿色策略。绿色营销可规范企业行为，增强企业合理利用资源，提高环保意识，促使企业走可持续发展的道路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）适应时代主流(2) to adapt to the era mainstream “绿色”已深入社会每个角落，也成了当今社会的主流。绿色营销作为一种积极的方式，它使企业从被动的状态下解放出

17、来，主动迎接挑战，以一种新的姿态顺应时代潮流，从中获得可持续发展。"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）减少环境问题(3) to reduce environmental problems 企业通过开发绿色产品，减少污染，开展绿色营销，并引导可持续发展的消费模式，可大幅度降低环境污染，缓解环境生态压力，促进企业的可持续发展。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、我国企业开展绿色营销的现状及问题third, china's enterprises to carry out the present situation and problems of green marke

20、ting （一）国民的环保意识不强(a) the national environmental protection consciousness is not strong 公众的环保意识是实施绿色营销中不可忽视的一个重要方面。只有公众的整体素质有了很大的提高，绿色观念才能得到普及。而与此同时，绝大多数生态过程并不是一时就能被人们所感知的，有些过程需要几十年、几百年甚至上千年才会有明显的迹象，才能被消费者所感知。我国是发展中国家，土地辽阔，人口众多，因此各地区的经济文化水平参差不齐，环保意识也参差不齐。总的来说，我国国民的环保意识不强。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）经济基础不足，环保技术落后(2) the lack of economic foundation, environmental protection technology lag behind 我国整体环保技术水平远落后与于发达国家。由于我国的国有大中型企业普遍亏损，企业承担的环保成本能力有限，加上环保意识不强，不愿花人力、气力和财力进行环保技术开发，而从国外进口技术，将使企业承担更高的价格，这就进一步阻碍了环保技术的发展。

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）环境保护的法律还待完善(3) th

26、e environmental protection law has to be perfect 我国现已具有环境保护法、固体废物污染环境防治法、环境噪声污染防治条例等环境保护法律及环境保护行政法规，还有地方性的环保法规和条例。这说明我国已在环境立法上已初具规模。然而，相对于一些发达国家，我国的环境立法滞后且量刑偏轻、行政上存在政企不分、以权代法的弊端。当时性绿色营销的企业发现自己的经营成本远高于同行，在竞争中处于极不利的地位时，这种情况会大大挫伤推行绿色营销的积极性。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、绿色营销的实施步骤fourth, the implementation of green marketing steps 绿色营销是基于企业、顾客

30、、环境及利益的一种战略性协调，其具体实施过程，必须结合企业所处的环境极其自身实际情况加以规划和执行。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）树立绿色营销观念(a) establish green marketing concept 企业各部门都应该以绿色营销观念为指导思想，从战略计划到实施过程都应贯彻绿色观念。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）收集绿

32、色信息，分析绿色需求(2) the green information collection, analysis of the green demand 绿色信息包括如下内容：绿色消费信息、绿色科技信息、绿色资源和产品开发信息、绿色法规信息、绿色组织信息、绿色竞争信息、绿色市场规模信息，等等。在此基础上，分析绿色消费需求所在极其需求量的大小，为绿色营销战略的制定提供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 依据。on the basis of. （三）制定绿色营销战略计划，树立良好的绿色企业形象(3) the green marketing strategy plan, set up green enterprise image of the good 企业为了适应全球可持续发展战略的要求，实现绿色营销的战略目标，求得自身的持续发展，必须使自己朝着绿色企业方向发展。为此，企业必须制定相应的战略计划。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.绿色营销战略计划。在生产经营活动之前，制定一个总的计划?绿色营销战略计划

36、，包括清洁生产计划、环保投资计划、绿色教育计划、绿色营销计划等。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.绿色企业形象塑

37、造战略。导入企业形象识别系统cis，特别是要在争取获得绿色标志的基础上制定绿色企业形象战略，对于统一绿色产品标志形象识别、加强绿色产品标志的管理、提高经营绿色产品企业自身保护能力、增强企业竞争意识、拓展市场、促进销售等均十分重要。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）开发绿色资源和绿色产品(4) to develop green reso

39、urces and green products 全球可持续发展战略要求实现资源的永续利用，企业要适应该战略要求，在进行绿色营销时，开发绿色资源就显得十分重要。企业应在现有的基础上，利用新科技、开发新能源、节能节源、综合利用。绿色资源开发的着眼点可以放在：无公害新型能源、资源的开发，如风能、水能和太阳能以及各种新型替代能源等；节省能源和资源的途径及工艺，采用新科技、新设备，提高能源和资源的利用率；废弃物的回收和综合利用。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. 绿色产品的开发，是企业实施绿色营销的支撑点。开发绿色产品，要从设计开始，包括材料的选择，产品结构、功能、制造过程的确定，包装及运输方式，产品的使用甚至产品废弃物的处理等都要考虑对生态环境的影响。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）选择绿色渠道(5) choose

44、the green channel 选择恰当的绿色销售渠道是拓展销售市场，提高绿色产品市场占有率，扩大绿色产品销售量，成功实施绿色营销的关键，企业可以通过创建绿色产品销售中心，建立绿色产品连锁店，设立一批绿色产品专柜、专营店或直销。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.在大中城市建立绿色产品的销售中心。1. the sales center in the large and medium-sized cities to establish green products. 2.建立绿色产品连锁商店。2. establish green p

46、roducts chain store. 3.借助社会渠道，建立一批绿色产品专柜或专营店。3. with the aid of social channels, set up a batch of green products shop or store. 4.直销。对于一些易腐烂变质或丧失鲜活性的绿色食品，如蔬菜、水果等要尽量缩短流通渠道，以免遭受污染和损失，可以采取直销的方式。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）实施绿色管理(6) to implement green management 绿色管理是融环境保护的观念于企业的经营管理之中的一种管理方式。实施绿色管理应该：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.应该建立企业环境管理新体系。1. new enterprise environmental management system should be established. 2.要进行全员环境教育，提高企业的环境能动性。2. education must carry on the overall environment,