摘要：企业绿色营销是在可持续发展的要求下，企业把环境保护理念融入其生产经营活动中，以绿色文化作为公司核心价值观念，有效地、合理地利用资源，在产品研制、开发、生产、销售及售后服务全过程中，采取相应的绿色环保措施，从而达到消费者、企业和环境的共赢，并获得长久持续发展的新型营销方式。企业开展绿色营销不仅能满足消费者的绿色需求，进一步提升企业的市场竞争力，而且对于实现企业和社会的可持续发展更具有重大意义。本文结合国内外有关绿色营销的研究理论，首先阐述了绿色营销的内涵及特征，提出企业实施绿色营销的重要意义，然后在分析企业绿色营销所面临的营销环境的基础上，剖析了企业实施绿色营销的难点问题，最后有针对性的提出企业实施绿色营销的对策措施，进而实现企业、环境和社会的和谐均衡共生。

关键词：绿色营销；营销环境；难点分析；营销组合策略

Abstract：Green marketing is a new marketing approach. According to the requirements of sustainable development, the companies melt the environmental protection concept into their productive and operational activities, they regard green culture as core values to use the resources effectively and legitimately. And during the process of manufacturing, exploiting, production, sales and after-sales service of the whole process, take the green environmental producing, selling and after-sale services, they adopt the corresponding environmental practices. The purpose of these is to achieve a win-win situation for consumers, business and the environment, access to long-term sustained development besides. Green marketing could not only meet the consumers’ needs to further enhance their marketing competitiveness, but also has great significance to achieve sustainable development of the companies and society. Combining domestic and foreign research theories on green marketing, this paper firstly expounds the connotation and characteristics of green marketing, puts forward the importance of the enterprises to implement green marketing. Then on the basis of analyzing green marketing environment, it analyzes the main problems of the enterprises to implement green marketing. Finally, it proposes pertinent countermeasures for enterprises to implement green marketing countermeasures, and then to implement the concordant and balanced development among the enterprises, environmental and society.

Key words：Green marketing；Marketing environment；Difficulties analysis；Marketing mixed strategies

　　　绿色营销的出现迎合了时代的需要，缓解了经济发展与环境保护的矛盾，是达到人类、社会和环境和谐统一的关键。本文在强调企业实施绿色营销重要性基础上，分析了企业实施绿色营销的环境，通过宏观和微观环境的具体分析，找出企业绿色营销发展过程中存在的难点问题，并基于消费者、政府和企业三个方面，提出相应的解决对策，尤其是基于企业的产品营销组合对策，从产品、价格、促销、渠道四个角度分别举例论证了其对企业绿色营销的促进作用，希望可以为企业绿色营销的发展提供一定的帮助。

　　　目前，绿色营销已经在中国获得一定程度的发展。社会公众的绿色消费意识普遍有所提高，绿色消费需求逐渐旺盛，越来越多的企业开始注重绿色营销，并在企业实际生产经营中融入绿色营销理念，生产绿色产品，建立绿色营销渠道，提供优质服务，推动和促进了绿色营销在我国的发展。相信在不久的将来，企业绿色营销事业定会在中国呈现出一派欣欣向荣的景象。