绿色营销理论的基本概念及发展背景

绿色营销理论的基本概念及发展背景

摘要：企业作为社会系统一个重要的组成部分，生存与发展与所处的自然环境息息相关。保护环境，促进经济和生态的协同发展，是实现企业的持续发展和承担社会责任的必要举措。在环境不断恶化的今天，人们对环境和资源的忧虑逐步转化为消费过程中的一种自律行为，更加倾向于适度、无污染、保护环境的消费，绿色需求在世界范围内已经或正被逐渐唤起。因此，绿色营销作为一种新的营销模式，是可持续发展的微观拓展。

首先主要阐述的是绿色营销理论的基本概念和发展背景以及国内外学者对绿色

营销理论做出的调查和研究。本文研究的企业绿色营销策略，主要是企业以绿色环保观念作为企业运营和发展的指导思想，以绿色消费作为出发点，以绿色文化作为企业的核心思想，在满足消费者绿色消费需求的前提下，实现企业的战略转型和新突破的新型营销活动。这里我们主要以海尔企业为例，海尔作为名族企业，从一家资不抵债、濒临倒闭的集体小厂发展成为全球最大的家用电器制造商之一。在社会发展的今天，绿色、健康、节能和低碳已经家电消费的热门词，海尔作为家电产业的巨头，不仅专注于生产某一种绿色产品，而且致力于打造一整套绿色产品的理念，通过实体绿色产品，培养消费者绿色营销意识，带来生活品质的提升和产品的优惠。本文主要对海尔在发展绿色营销策略当中存在的问题，对其进行分析，浅要地提出相应的解决方案和建议。

关键词：绿色营销；绿色消费；海尔

Green Marketing Strategy of Enterprises: taking Haier Enterprise as an example

Abstract： As an important part of social system, the survival and development of enterprises are closely related to their natural environment. Protecting the environment and promoting the coordinated development of economy and ecology are the necessary measures to realize the sustainable development of enterprises and to assume social responsibility. Nowadays, the environment is getting worse and worse, and people\'s worries about the environment and resources are gradually transformed into a kind of self-discipline behavior in the process of consumption. The public is more inclined to moderate, pollution-free, and environmentally friendly consumption. Green demand has been, or is being, aroused around the world. Therefore, green marketing as a new marketing model, is a micro-development of sustainable development.

First of all, this paper mainly expounds the basic concept and development background of green marketing theory, and introduces the investigation and research of green marketing theory made by domestic and foreign scholars. The green marketing strategy studied in this paper is based on the idea of taking the green environmental protection as the guiding ideology of the operation and development of enterprises, taking the green consumption as the starting point, and taking the green culture as the core idea of enterprises. Under the premise of satisfying the

consumer\'s green consumption demand, to realize the strategic transformation of the enterprise and the new breakthrough of the new marketing activity. Here we mainly take Haier enterprise as an example.As a national enterprise, Haier has developed into one of the

world\'s largest manufacturers of household appliances from a small, insolvable and closed collective factory. With the development of society, nowadays, green, healthy, energy saving and low carbon have become popular words of household appliance consumption. With the development of society, nowadays, green, healthy, energy saving and low carbon have become popular words of household appliance consumption. As a giant of the home appliance industry, Haier is not only focused on producing one kind of green product, but also making a whole set of ideas about green products. And through solid green products, Haier passed the idea to every consumer, improving their quality of life and offering them preferential products. This paper mainly analyzes the problems existing in Haier\'s development of green marketing strategy and puts forward corresponding solutions and suggestions.

Keywords: green marketing; green consumption; Haier

一、引言

在绿色产业兴起和发展的今天，绿色产品成为人们青睐的对象。随着世界绿色观念的普及，政策环境的变化给市场经济各个层面的发展都提出了新要求，开展绿色营销，是环境给市场提出的新命题，也为很多企业提供新的发展契机，对于指导企业转型、提高营销质量和市场效率都有重要的意义。海尔作为国内领军家电企业，早在2011年就已经率先推行“绿色海尔”战略，持续向全球市场推出更多绿色节能产品。在海尔看来，家电节能化发展既是当前生态环境所需，更是消费者健康、品质等多样化消费需求所在，同时更是为家电供给侧改革加速升级提供了新的方向。海尔，顺应当前时代发展的潮流，树立绿色营销理念，实施绿色营销战略，从而赢得市场。

二、研究现状

（一）国内

我国绿色概念的提出始于1984年，当时全国第一家无公害蔬菜在广州出现，其标志着我国绿色工程的兴起。随后绿色工程主要在进行绿色食品的开发和生产，我国于1992年成立了中国绿色食品发展中心，并同时实施我国绿色食品标志制度，随着我国可持续发展观的提出，国务院专门制定了《中国21世纪人口、环境与发展白皮书》，并将其作为指导我国社会经济发展的指导性文件。

我国当前处于发展中国家阶段，很多消费者的消费还是停留在衣食住行初级需要的层面上，对于绿色消费观念比较薄弱，只有商品危害到消费受众的身体健康时，才会认识到绿色产品的重要性，对于产品的生产及运输以及销售过程中对生态环境是否造成污染漠不关心，从现状看来，消费者并没有良好的绿色理念，从而使得在实际生活过程中，对企业在生产分销过程中污染环境行为难以发挥强有力的监督效力。

我国企业在绿色营销发展的今天，对其认识理解不彻底，其主要原因是我国都是粗放式经营模式，这种模式所产生的弊端是很多企业未建立正确的资源观念，对于“绿色”的理解，仅仅停留在“绿色产品”的生产。很多企业在探索中，绿色