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可持续发展观强调经济发展应与环境保护、与人的利益相协调,从而使得绿色营销成为区域发展和企业经营的必然选择。通过对陕西发展绿色营销的调研发现,不少企业树立并开展了绿色营销,但多数企业对绿色营销的认识不到位、企业生产方式落后,“绿色”经营程度较低。陕西企业进一步发展绿色营销,政府、企业、消费者和NGO均应承担相应的角色,应分别采取不同的对策,形成齐抓共管的绿色营销氛围。
The concept of sustainable development emphasizes that economic development should be coordinated with environmental protection and people’s interests so that green marketing becomes an inevitable choice for regional development and enterprise management. Through the investigation on the development of green marketing in Shaanxi Province, many enterprises set up and carried out green marketing. However, most enterprises do not know enough about green marketing, their production methods are backward, and the “green” business is low. Shaanxi enterprises should further develop green marketing. Governments, enterprises, consumers and NGOs should all take corresponding roles. Different measures should be taken to form a green marketing environment in which all enterprises should take concerted efforts.