绿色营销(Green Markoting)是一种符合消费者与社会需求,并且可带来利润及持续经营的管理过程。它强调:首先,企业所服务的对象不仅是顾客,还包括整个社会;其次,营销过程的持续性仰赖环境不断地提供营销所需资源的能力,同时要能持续吸收营销所带来的产物。可见,绿色营销是为实现自身利益、消费者需求和环境利益的统一,而对于产品和服务的观念、定价、促销和分销的策划与实施过程,它不仅要满足消费者的需求并由此获得利润,而且要符合环境保护的长远利益,正确处理消费者需求、企业利益和环境保护之间的矛盾,把三方利益协调起来,统 Green Markoting is a management process that meets the needs of consumers and society and can bring profits and continuous operations. It emphasizes: First of all, the objects that companies serve are not only customers but also the whole society. Secondly, the sustainability of the marketing process depends on the ability of the environment to constantly provide the necessary resources for marketing, and at the same time it must be able to continuously absorb the products brought by marketing. It can be seen that green marketing is the process of planning and implementing concepts, pricing, promotion, and distribution of products and services in order to realize the unity of self-interests, consumer demands, and environmental interests. It not only meets the needs of consumers and is thus obtained. Profits, but also to meet the long-term interests of environmental protection, correctly handle the conflicts between consumer demand, corporate interests and environmental protection, coordinate the interests of the three parties,