低碳经济条件下的企业低碳营销

传统经济增长方式使经济增长不可持续,低碳经济发展为社会经济可持续发展提供了良好的发展途径。低碳经济是世界各国的共同选择,是社会经济发展的必然选择。低碳经济对企业营销的新要求是:符合环保和减排、节能和节约资源、资源循环利用的要求。低碳经济需要政府对企业营销活动的政策支持和法律约束:制定激励的财政政策、开发低碳技术供企业使用、建立碳交易市场、制定低碳经济法律法规。实行低碳经济促进企业开展低碳营销应树立开展低碳营销的新理念;坚持优先满足低碳经济,然后再考虑满足消费者需求的原则;要淘汰落后技术,优先使用和开发低碳技术;实施低碳4P策略。

Low-Carbon Marketing of Corporation under Low-Carbon Economy

Traditional mode of economic growth is unsustainable, whereas low-carbon economic growth, preferable to every na tion, is a favorable approach to social and economic development. Low-carbon economy puts new requirements on corporation marketing, including environmental protection and emission reduction, energy and resources saving, resources recycling, etc. Besides, it requires that governments formulate policies to support and enact laws to restrict corporation market activities, such as formulating stimulant financial policy, developing low-carbon technologies for business use, establishing carbon trading market and enforcing lowcarbon economic laws and regulations. Moreover, efforts that encourage enterprises to devel op low-carbon marketing should involve the following facets： developing this new concept, adhering to the principle of ＂low carbon economy coming before consumers＇ needs＂, eliminating outdated technologies, using and developing low-carbon tech nologies, and implementing the 4P marketing strategy.