| As peoples' environmental and green awareness increases, the world has entered a green era of environmental protection and sustainable development, which has profound and vast effects on human production and consumption modes. As more and more green products enter the markets all around the world, green consumption has become a fashion. As a result, there comes a new marketing method- Green Marketing.Green marketing is a managerial process of market participants aiming at promoting sustainable development and achieving economic profits, consumers' demands and environmental benefits together by creating and exchanging products and values. The fundamental differences between green marketing and traditional marketing lies in that it stresses environmental responsibility and targets at corporate and social sustainable development. As a component of the compound system of the nature, the society and the economy, corporations, it is both the need of their own survival and development and a social responsibility for the corporations to protect the ecological environment and promote the synergetic development of the economy and ecology. Green marketing which has prevailed in the world since the 1990s brings corporations into a rational marketing phase integrating corporate and social responsibilities.Therefore, this thesis, based on environmental economics, sustainable development theory and marketing theory, systematically probes into the ideological origins of green marketing and then mainly studies green marketing theories, corporate behaviors and macroscopic management systems.The thesis falls into three parts:The first part deals with basic theories of green marketing. It begins with introducing research purposes and significance from the angle of reasons for green marketing. It sums up the evolution of green marketing theories as well as the present situation of both foreign and domestic research. Then, it, based on analytical methods of sustainable development and environmental economics, constructs the theoretical foundation of green marketing. According to green marketing research based on economics, the consumption is the joint between the economy and the marketing; the optimal allocation of resources is the link between the environment and the marketing; the sustainable development is thebridge between the economy and the environment; the green marketing is an organic integration of the economy, the environment and the marketing. According to the green marketing research based on sustainable development theories, the thesis expounds and analysizes in detail that green consumption plays a decisive role in and corporations are a principal part in the sustainable development.The second, consisting of two parts - corporate behaviors and corporate assessment system, talks about the microscopic practices of green marketing. First, it summarizes the latest variables analyzing green consumers both abroad and at home. On the basis of analyzing the process of green consumers' psychological activities and in the light of a survey of Chinese consumers, it draws some beneficial enlightenment for Chinese green marketing. Next, by comparing green marketing with traditional marketing, it sums up the their main differences and gives out strategic measures to transform traditional marketing into green marketing. In addition, it makes analysis on the green price - a key factor of green marketing at present, which places a foundation for macroscopic analysis of green marketing in the third part. Finally, it makes preliminary research on corporate assessment system of green marketing.The third - the last part, concerns macroscopic management of green marketing. It is made up of two chapters - the governmental regulation of green marketing and the macroscopic innovation systems of green marketing. Chapter 6 analyzes theoretical basis of governmental regulation of green marketing. Then it introduces experiences of developed countries. In the event, it defines the principal contents of governmental regulation...
|
PDF Full Text Request