目前,人们越来越关注健康和绿色消费这两大方面,国家政府、企业管理者以及消费者都积极关注“支持绿色、保护绿色、实现绿色”的活动,于是在全球性环保的热潮下产生了一种新的营销理念——绿色营销。在我国消费者对绿色营销的意识还处于初级阶段,对绿色营销的认知消费者人数相对较少,其中愿意为环境改变而支付较高价格的消费者较少。在面对药品市场的激烈竞争时,制药企业如果想发展得更加长远,其应当实施绿色营销战略。 At present, people are paying more and more attention to the two major aspects of health and green consumption. National governments, business managers and consumers are actively concerned about “supporting the green, protecting the green and achieving the green.” Therefore, in the global environmental boom Produced a new marketing idea - green marketing. Consumers’ awareness of green marketing in our country is still at an early stage. There is relatively little cognitive consumer for green marketing, among which consumers are willing to pay higher prices for environmental change. In the face of fierce competition in the pharmaceutical market, pharmaceutical companies should develop green marketing strategies if they want to develop more in the long term.