从博弈论角度分析和研究中小企业实施绿色营销战略

绿色营销战略始于上世纪60年代末兴起的"环境保护"运动,是21世纪主流的营销模式之一。它不仅有效地实现了企业的利润目标和消费者的最大享受目标,而且有利于实现人类社会的可持续发展。然而,绿色营销在我国只停留在宏观层面,在中小企业导入绿色营销更是形同虚设。文章借助于博弈论工具,通过分析认为中小企业应分析市场发展的趋势,在政府相关政策的支持下,尽快树立绿色营销的观念,制定企业市场中长期发展战略和策略。

A Game Theory to the Green Marketing Strategy of SMEs

The green marketing strategy,which began in the movement of "environmental protection" in the end of 1960's,is one of the mainstream marketing patterns in 21st century.It not only can realize effectively enterprises' profit goal and consumers' most bigshot enjoyable goal,but also is advantageous in realizing human society's sustainable development.However,the green marketing only pauses in the macrolevel in our country,Inducting the green marketing into the small and mediumsized enterprises exists in name only.With the aid of the game theory tool and through the analysis,the author thinks the small and mediumsized enterprises should analyze the tendency of the market development,acquire the idea of green marketing as soon as possible,and formulate medium and longterm market developing strategies,with the support of the government relevant policy.