摘要
低碳时代的到来,使得众多企业越来越关注绿色营销,而价格作为营销最重要的要素之一也自然被营销者和消费者同时关注,能否制定合理的绿色价格,对企业赢得消费者的信赖、获得良好的经济效益和社会效益都是非常重要的。基于迈克尔·波特的价值链模型,阐述了绿色价值链的概念,并将绿色价值链管理引入绿色价格机制。有效的绿色价值链管理能够缩减生产成本、降低产品价格,着重从绿色价值链体系中的顾客价值链、绿色回收及与绿色价值链密切相关的人力资源管理三个方面对如何降低绿色产品价格进行分析,以此获取绿色成本的竞争优势。绿色价格战略是绿色营销战略最主要的组成部分。企业通过优化内、外部顾客价值链、重视绿色回收环节以及加强对绿色人才的引进等措施来获取绿色价格的竞争优势,树立企业绿色形象。
With the arrival of the era of low carbon,numerous enterprises pay more and more attention to green marketing.Meanwhile,the marketer and the consumer also notice the price,which one of the most important key elements to the market.And the rational green price is very important for enterprises to win the trust of customers and obtain good economic and social benefits.This text has put forward the concept of the green value chain on the basis of Michael Potter＇s value chain model,and has introduced green management to the green price.Effective green value chain management can reduce production cost and product pric.On how to reduce the price of green product,writer analyzed it from three respects：customer value chain of green value chain system,green recycle process and manpower resources management closely related to green value chain.Finally,we can obtain competition advantage of the green cost with these analyses.Green price strategy is the main component of green marketing strategy.Enterprise will obtain green price competitive advantage and set up green image by optimizing the internal and external customer value chain,paying attention to the green recycle links and strengthening green talent introduction.
出处
《中国农学通报》
CSCD
北大核心
2011年第26期169-173,共5页
Chinese Agricultural Science Bulletin
基金
陕西理工学院校级重点项目(SLGKY10-23)
陕西理工学院校级项目"汉中农产品区域公用品牌模式选择研究"(SLGKY11-25)
关键词
绿色价格
绿色价值链
顾客价值链
green price
green value chain
customer value chain
