摘要
绿色营销经历了生态性绿色营销阶段、环境性绿色营销阶段和持续性绿色营销阶段,绿色营销理论既是一种全新的营销理念,也是一种全新的营销模式,与传统营销有着明显的区别。绿色营销理论的基础包括生态经济学与可持续消费理论、环境经济学与可持续生产理论、西方经济学与可持续发展理论,绿色营销的推动力来自消费者、政府和非政府组织,其模式有政府主导型和消费者主导型两种。我国应根据本国的实践创新绿色营销理论,探索适合我国国情的绿色营销模式。
It＇s been 40 years since green marketing emerged, during which its theory and practice has developed rapidly. How to organize the existing outcomes is of great significance for the sound development of green marketing practice. This paper will focus on organizing and reviewing the historical phases, basic mode, theoretical basis and driven forces of green marketing theory development, and the gap between domestic and foreign green marketing theory development. The purpose of this paper is to contribute to furthering green marketing theoretical research in China.
出处
《中国流通经济》
CSSCI
北大核心
2007年第4期49-52,共4页
China Business and Market
关键词
绿色营销
理论研究
述评
green marketing
theoretical research
review
