绿色营销是一种新的营销概念,是人类跨世纪营销活动的一个新飞跃。美国威尔斯大学的肯毕提(Ken Peattie)教授曾指出:“绿色营销是一种能辩识、预期及符合消费的社会需求,并且可以带来利润及永续经营的管理过程。”企业绿色营销是它是传统市场营销的进一步扩展和深层次延伸,也比传统市场营销意义更深远,更具时代性。随着世界各国环境保护意识的增强,可持续发展战略的实施,作为实现可持续发展的基本途径的绿色营销正成为21世纪的主流,实施绿色营销是企业的必然选择。一、绿色营销的特点 Green marketing is a new marketing concept, which is a new leap forward in the cross-century marketing activities of human beings. Professor Ken Peattie of the University of Wales has pointed out: “Green marketing is a management process that can identify, anticipate and meet the needs of consumers and bring profit and sustainable management.” "Green marketing of enterprises is that it is a further extension and deeper extension of traditional marketing, more profound and more epoch-making than traditional marketing. With the enhancement of environmental protection awareness of all countries in the world and the implementation of the strategy of sustainable development, green marketing as the basic way to achieve sustainable development is becoming the mainstream of the 21st century. Implementing green marketing is an inevitable choice for enterprises. First, the characteristics of green marketing