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绿色营销具有环境效益、经济效益和社会效益,是企业提升市场竞争力、获得可持续发展的有效途径。实施绿色营销对于协调经济发展与环境保护,实现国民经济的可持续发展具有重要的现实意义。木文尝试运用博弈论理论对企业实施绿色营销进行博弈分析,进而探讨了政府和企业所采取的对策,旨在为绿色营销在我国的实施提供思路。
Green marketing has environmental benefits, economic benefits and social benefits. It is an effective way for enterprises to enhance their market competitiveness and achieve sustainable development. The implementation of green marketing has important practical significance for coordinating economic development and environmental protection and realizing the sustainable development of the national economy. This paper attempts to make use of the game theory theory to make a gambling analysis on the implementation of green marketing in enterprises, and then discusses the countermeasures adopted by the government and enterprises in order to provide ideas for the implementation of green marketing in our country.