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我国中小企业"绿色营销"现状分析
引用本文:邓德胜,唐秀媛.我国中小企业"绿色营销"现状分析[J].中南林业科技大学学报(社会科学版),2007,1(1):120-123.
作者姓名:邓德胜  唐秀媛
作者单位:中南林业科技大学商学院,湖南,长沙,410004
摘    要:随着我国可持续发展战略的确立、循环经济理念的提出以及人们对健康、环保等问题的日益关注,企业进行绿色营销的外源性约束机制已经形成。由于中小企业可支配的资源禀赋有限,小批量生产与差异化战略相结合是企业赢得一定生存空间的现实选择,而绿色营销作为差异化的重要途径之一,也成为中小企业发展壮大的内在需要。尽管如此,我国大多数中小企业并没有树立起科学的绿色营销观念。营销观念的产生与演进离不开特定的制度环境与需求环境,本文即在此宏观背景下对我国中小企业的现行绿色营销观念进行了剖析,找到了其营销观念滞后的制约因素,并在此基础上提出了中小企业实施绿色营销的对策。

关 键 词:中小企业  绿色营销  营销观  绿色消费
文章编号:1673-9272(2007)03-0120-04
修稿时间:2007年1月10日

Analyses of the Status Quo of "Green Marketing" of China's Small and Medium-sized Enterprises
DENG De-sheng,TANG Xiu-yuan.Analyses of the Status Quo of "Green Marketing" of China''''s Small and Medium-sized Enterprises[J].Journal of Central South University of Forestry & Technology(Social Sciences),2007,1(1):120-123.
Authors:DENG De-sheng  TANG Xiu-yuan
Abstract:With the deployment of sustainable development strategy and the proposal of the recycle economy concept in China, as well as consumer's growing concern on food safety and environmental protection, there is a growing external driving force leading the enterprises to deploy green marketing strategies instead of traditional ones. Owing to the samll product capacity and limited marketing resources of small and medium-sized enterprises (SMSE), green marketing as one of the important differentiated strategies, plays a particular role in its marketing practice struggling for a certain market share. However, most SMSEs haven't developed a scientific green marketing concept. As we know that the emergence and evolution of a marketing concept is bound up with a certain institutional and demand environment. Based on a comprehensive analysis of the current green marketing concept dominant in Chinese SMSEs under such environment, this thesis reveals those factors restricting the practice of green marketing in SMSE and proposes some countermeasures to overcome it.
Keywords:small and medium-sized enterprises  green marketing  marketing concept  environmental-friendly consumption
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