杭州一嗨汽车租赁公司绿色营销策略外文翻译

1、此处为论文中文题目，要求居中填写主标题不超过24个汉字；可加副标题（副标题前加破折号），副标题与主标题间空一行的位置主标题：黑体，小二，居中副标题：楷体_gb2312，四号，居中阅后删除此文本框。本 科 生 毕 业 论 文（设计）外 文 文 献 翻 译译文： 绿色营销学生姓名 金丽生学 号 0703200215指导教师 张荣二级学院 工商治理专业名称 市场营销班 级 07市营2班修改2021年12月绿色营销 egj electronic green journal. ucla library issn 1076-7975. 2004环境问题影响着人类的一切活动，但是，在学科中，还是很少有把环保

2、问题纳入其文学中。营销尤其如此。随着社会与自然环境的关系越来越紧密，企业已经开始改变自己的行为，以解决社会上“新”的担忧。一些企业已经快速接受像环境治理系统和废物减量化等概念，并开始在其组织活动中，把环境问题考虑在内，像企业战略和环境和绿色治理这样的期刊越来越多专门研究关于企业环境行为，可以为此提供证据。人们越来越多地开始协商一个企业的环境问题，那么企业的专业媒体就是营销。一些术语像“绿色营销”和“环保营销”开始频频出现在流行媒体中。世界上很多政府也越来越关注绿色营销活动，并加以规范。例如，在美国联邦贸易委员会和国家总检察长协会已经制定出了研究绿色营销问题的文件。绿色营销领域中一个最大的问题就

3、是，很少有从学术层面上研究绿色营销。虽然一些文学的确存在，它们也是阐述不同的观点。下面这篇文章，主要对绿色营销进行学术协商，阐述其概念及其重要性。一什么是绿色营销不幸的是，大多数人认为，绿色营销仅仅是指具有环保特性的推广产品。消费者经常会把绿色营销跟一些术语像无磷，可回收，可在装，对臭氧无危害，环保等联络在一起。虽然这些术语是表示绿色营销，但是一般来说，绿色营销拥有一个更广泛的概念，它可以应用于消费品，工业品，甚至是服务。例如，世界各地的度假胜地开始推出“生态旅游”设施，就是专门体验大自然，或者一种环保的方式，最大限度地减少对环境的影响。这样，绿色营销包含了更广泛的活动范围，包括产品修饰，对生

4、产过程的改变，包装的改变，以及广告修改。然而，界定绿色营销的概念不是件简洁的事。事实上，在这方面所使用的术语有绿色营销，环境营销，和生态营销。绿色营销这个词最早出现在二十世纪八十年代晚期和二十世纪九十年代的早期，而它被开始协商的时期还要早。美国市场营销协会（ama）在1975年举行了第一次“生态营销”研讨会。通过这个研讨会，出版了题为生态营销的书。之后，关于这个话题的书越来越多。ama研讨会，汇合学者，从业人员和公共决策者，共同研究营销对自然环境的影响。本次研讨会，把生态营销定义为：研究营销活动对污染，能源消耗，非能源消耗的积极和消极影响。绿色营销最早的定义有三层含义：1. 它是整个营销活动的

5、一部分。2. 它同时研究积极和消极的活动。3. 也研究狭义的环境问题。这个定义是个有用的开始，而全面的绿色营销概念需要更宽广的定义。在提出另一个定义前，应该指出，没有一个定义或术语是可以被普遍接受的。如果研究者对研究内容持有不同的观点，那么如何来评估这个议题，这是个重大的问题。下面的定义比其他研究定义范围更广，它包括了其他定义的所有组成部分。我的定义是：绿色或环保营销，包括所有促进交易，满足人类需求的活动，在此过程中，对自然环境产生的影响降到最低。二绿色营销的重要性为什么绿色营销越来越受到重视，这个问题非常简洁，也是基于经济的定义：经济是研究人们如何使用有限的资源来满足人类无限的需求。人类拥有

6、的资源是有限的，但是人类的需求是无限的。然而，这些需求是否合理可行，这个问题就非常重要，在此也会得到解答。在自由选择的市场中，个人和团体是有权利使他们的需求得到满足，这已被普遍接受。企业面对有限的自然资源，他们一定开发新的其他方式来满足这些无限的需求。最终，绿色营销是市场活动如何利用有限的资源满足消费者的需求，无论是个人需求还是工业需求，同时也实现销售组织的目标。为什么企业要使用绿色营销？通过查阅文献，可以得到企业更多的使用绿色营销的原因有以下几点：环保营销可以用来实现其目标。企业认为，他们应该有道义感和社会责任感。政府机构迫使企业承担更多的责任。他们的竞争对手搞环保活动，也迫使他们改变其环保

7、营销活动。与废物处理有关的成本因素，或减少材料使用，迫使企业改变他们的行为。消费者，不管是个人还是企业，越来越关注和意识到自然环境问题。在1992年的16个国家研讨会中，在每个国家除了新加坡，超过50%的消费者，表明他们关注环境问题。1994年在澳大利亚的研讨会中，80%的参加者表明他们已经改变其行为，包括采购行为。许多企业看到这些需求改变，抓住时机。鉴于这些说明，我们可以假设，环保的企业营销商品，会比非环保的同类商品更具竞争优势。有很多例子表明企业正努力做到环保，以更好的满足消费者的需求。麦当劳用蜡纸取代了蛤壳包装，由于消费者越来越关注聚苯乙烯生产和臭氧消耗。金枪鱼生产商改变了他们的捕鱼技术

8、，因为流网导致海豚死亡的事件越来越受关注。施乐公司推出“高品质”再生复印纸，以减少对环境有害的产品。很多公司开始意识到他们是更广的社区成员，因此一定对环境负责。这样促使他们相信他们一定实现环境目标，同时实现相关利润目标。这个环境问题的结果成为了公司的企业文化。像美体小铺这样的组织，更表明白他们对环境负责。这种行为是一种竞争优势，该公司专门为消费者提供环保产品，替代了传统的化妆品。这一理念直接和整个公司文化挂钩，不仅仅是一种竞争工具。green marketingalthough environmental issues influence all human activities, few a

9、cademic disciplines have integrated green issues into their literature. this is especially true of marketing. as society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society's "new" concerns. some businesse

10、s have been quick to accept concepts like environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities. some evidence of this is the development of journals such as "business strategy and the environment" and "gre

11、ener management international," which are specifically designed to disseminate research relating to business' environmental behavior. one business area where environmental issues have received a great deal of discussion in the popular and professional press is marketing. terms like "gr

12、een marketing" and "environmental marketing" appear frequently in the popular press. many governments around the world have become so concerned about green marketing activities that they have attempted to regulate them (polonsky 1994a). for example, in the united states (us) the feder

13、al trade commission and the national association of attorneys-general have developed extensive documents examining green marketing issues ftc 1991, naag 1990. one of the biggest problems with the green marketing area is that there has been little attempt to academically examine environmental or gree

14、n marketing. while some literature does exist carlson, grove and kangun 1993, davis 1992, davis 1993, it comes from divergent perspectives.this paper will attempt 1) to introduce the terms and concepts of green marketing; 2) briefly discuss why going green is important; 3) examine some of the reason

15、 that organizations are adopting a green marketing philosophy; and 4) mention some of the problems with green marketing.what is green marketingunfortunately, a majority of people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics

16、. terms like phosphate free, recyclable, refillable, ozone friendly, and environmentally friendly are some of the things consumers most often associate with green marketing. while these terms are green marketing claims, in general green marketing is a much broader concept, one that can be applied to

17、 consumer goods, industrial goods and even services. for example, around the world there are resorts that are beginning to promote themselves as "ecotourist" facilities, i.e., facilities that "specialize" in experiencing nature or operating in a fashion that minimizes their envir

18、onmental impact may 1991, ingram and durst x, troumbis 1991.thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. yet defining green marketing is not a simple task. indeed

19、 the terminology used in this area has varied, it includes: green marketing, environmental marketing and ecological marketing. while green marketing came into prominence in the late 1980s and early 1990s, it was first discussed much earlier. the american marketing association (ama) held the first wo

20、rkshop on "ecological marketing" in 1975. the proceedings of this workshop resulted in one of the first books on green marketing entitled "ecological marketing" henion and kinnear 1976a. since that time a number of other books on the topic have been published charter 1992, coddin

21、gton 1993, ottman1993.the ama workshop attempted to bring together academics, practitioners, and public policy makers to examine marketing's impact on the natural environment. at this workshop ecological marketing was defined as: the study of the positive and negative aspects of marketing activi

22、ties on pollution, energy depletion and nonenergy resource depletion. henion and kinnear 1976b, 1this early definition has three key components, 1) it is a subset of the overall marketing activity; 2) it examines both the positive and negative activities; and 3) a narrow range of environmental issue

23、s are examined. while this definition is a useful starting point, to be comprehensive green marketing needs to be more broadly defined. before providing an alternative definition it should be noted that no one definition or terminology has been universally accepted. this lack of consistency is a lar

24、ge part of the problem, for how can an issue be evaluated if all researchers have a different perception of what they are researching. the following definition is much broader than those of other researchers and it encompasses all major components of other definitions. my definition is:green or envi

25、ronmental marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment. why is green marketing importantthe quest

26、ion of why green marketing has increased in importance is quite simple and relies on the basic definition of economics: economics is the study of how people use their limited resources to try to satisfy unlimited wants. mctaggart, findlay and parkin 1992, 24thus mankind has limited resources on the

27、earth, with which she/he must attempt to provide for the worlds' unlimited wants. (there is extensive debate as to whether the earth is a resource at man's disposal, for example, see gore 1993.) while the question of whether these wants are reasonable or achievable is important, this issue w

28、ill not be addressed in this paper. in market societies where there is "freedom of choice", it has generally been accepted that individuals and organizations have the right to attempt to have their wants satisfied. as firms face limited natural resources, they must develop new or alternati

29、ve ways of satisfying these unlimited wants. ultimately green marketing looks at how marketing activities utilize these limited resources, while satisfying consumers wants, both of individuals and industry, as well as achieving the selling organization's objectives.why are the firms using green

30、marketing? when looking through the literature there are several suggested reasons for firms increased use of green marketing. five possible reasons cited are:1. organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives keller 1987, shearer 1990;2

31、. organizations believe they have a moral obligation to be more socially responsible davis 1992, freeman and liedtka 1991, keller 1987, mcintosh 1990, shearer 1990;3. governmental bodies are forcing firms to become more responsible naag 1990;4. competitors' environmental activities pressure firm

32、s to change their environmental marketing activities naag 1990; and5. cost factors associated with waste disposal, or reductions in material usage forces firms to modify their behavior azzone and manzini 1994.it appears that all types of consumers, both individual and industrial are becoming more co

33、ncerned and aware about the natural environment. in a 1992 study of 16 countries, more than 50% of consumers in each country, other than singapore, indicated they were concerned about the environment ottman 1993. a 1994 study in australia found that 84.6% of the sample believed all individuals had a

34、 responsibility to care for the environment. a further 80% of this sample indicated that they had modified their behavior, including their purchasing behavior, due to environmental reasons epa-nsw 1994. as demands change, many firms see these changes as an opportunity to be exploited.given these fig

35、ures, it can be assumed that firms marketing goods with environmental characteristics will have a competitive advantage over firms marketing non-environmentally responsible alternatives. there are numerous example of firms who have strived to become more environmentally responsible, in an attempt to better satisfy their consumer needs.mcdonald's replaced its clam shell packaging with waxed paper because of increased con