杭州一嗨汽車(chē)租賃公司綠色營(yíng)銷(xiāo)策略外文翻譯

1、此處為論文中文題目，要求居中填寫(xiě)主標(biāo)題不超過(guò)24個(gè)漢字；可加副標(biāo)題（副標(biāo)題前加破折號(hào)），副標(biāo)題與主標(biāo)題間空一行的位置主標(biāo)題：黑體，小二，居中副標(biāo)題：楷體_gb2312，四號(hào)，居中閱后刪除此文本框。本 科 生 畢 業(yè) 論 文（設(shè)計(jì)）外 文 文 獻(xiàn) 翻 譯譯文： 綠色營(yíng)銷(xiāo)學(xué)生姓名 金麗生學(xué) 號(hào) 0703200215指導(dǎo)教師 張榮二級(jí)學(xué)院 工商治理專(zhuān)業(yè)名稱 市場(chǎng)營(yíng)銷(xiāo)班 級(jí) 07市營(yíng)2班修改2021年12月綠色營(yíng)銷(xiāo) egj electronic green journal. ucla library issn 1076-7975. 2004環(huán)境問(wèn)題影響著人類(lèi)的一切活動(dòng)，但是，在學(xué)科中，還是很少有把環(huán)保

2、問(wèn)題納入其文學(xué)中。營(yíng)銷(xiāo)尤其如此。隨著社會(huì)與自然環(huán)境的關(guān)系越來(lái)越緊密，企業(yè)已經(jīng)開(kāi)始改變自己的行為，以解決社會(huì)上“新”的擔(dān)憂。一些企業(yè)已經(jīng)快速接受像環(huán)境治理系統(tǒng)和廢物減量化等概念，并開(kāi)始在其組織活動(dòng)中，把環(huán)境問(wèn)題考慮在內(nèi)，像企業(yè)戰(zhàn)略和環(huán)境和綠色治理這樣的期刊越來(lái)越多專(zhuān)門(mén)研究關(guān)于企業(yè)環(huán)境行為，可以為此提供證據(jù)。人們?cè)絹?lái)越多地開(kāi)始協(xié)商一個(gè)企業(yè)的環(huán)境問(wèn)題，那么企業(yè)的專(zhuān)業(yè)媒體就是營(yíng)銷(xiāo)。一些術(shù)語(yǔ)像“綠色營(yíng)銷(xiāo)”和“環(huán)保營(yíng)銷(xiāo)”開(kāi)始頻頻出現(xiàn)在流行媒體中。世界上很多政府也越來(lái)越關(guān)注綠色營(yíng)銷(xiāo)活動(dòng)，并加以規(guī)范。例如，在美國(guó)聯(lián)邦貿(mào)易委員會(huì)和國(guó)家總檢察長(zhǎng)協(xié)會(huì)已經(jīng)制定出了研究綠色營(yíng)銷(xiāo)問(wèn)題的文件。綠色營(yíng)銷(xiāo)領(lǐng)域中一個(gè)最大的問(wèn)題就

3、是，很少有從學(xué)術(shù)層面上研究綠色營(yíng)銷(xiāo)。雖然一些文學(xué)的確存在，它們也是闡述不同的觀點(diǎn)。下面這篇文章，主要對(duì)綠色營(yíng)銷(xiāo)進(jìn)行學(xué)術(shù)協(xié)商，闡述其概念及其重要性。一什么是綠色營(yíng)銷(xiāo)不幸的是，大多數(shù)人認(rèn)為，綠色營(yíng)銷(xiāo)僅僅是指具有環(huán)保特性的推廣產(chǎn)品。消費(fèi)者經(jīng)常會(huì)把綠色營(yíng)銷(xiāo)跟一些術(shù)語(yǔ)像無(wú)磷，可回收，可在裝，對(duì)臭氧無(wú)危害，環(huán)保等聯(lián)絡(luò)在一起。雖然這些術(shù)語(yǔ)是表示綠色營(yíng)銷(xiāo)，但是一般來(lái)說(shuō)，綠色營(yíng)銷(xiāo)擁有一個(gè)更廣泛的概念，它可以應(yīng)用于消費(fèi)品，工業(yè)品，甚至是服務(wù)。例如，世界各地的度假勝地開(kāi)始推出“生態(tài)旅游”設(shè)施，就是專(zhuān)門(mén)體驗(yàn)大自然，或者一種環(huán)保的方式，最大限度地減少對(duì)環(huán)境的影響。這樣，綠色營(yíng)銷(xiāo)包含了更廣泛的活動(dòng)范圍，包括產(chǎn)品修飾，對(duì)生

4、產(chǎn)過(guò)程的改變，包裝的改變，以及廣告修改。然而，界定綠色營(yíng)銷(xiāo)的概念不是件簡(jiǎn)潔的事。事實(shí)上，在這方面所使用的術(shù)語(yǔ)有綠色營(yíng)銷(xiāo)，環(huán)境營(yíng)銷(xiāo)，和生態(tài)營(yíng)銷(xiāo)。綠色營(yíng)銷(xiāo)這個(gè)詞最早出現(xiàn)在二十世紀(jì)八十年代晚期和二十世紀(jì)九十年代的早期，而它被開(kāi)始協(xié)商的時(shí)期還要早。美國(guó)市場(chǎng)營(yíng)銷(xiāo)協(xié)會(huì)（ama）在1975年舉行了第一次“生態(tài)營(yíng)銷(xiāo)”研討會(huì)。通過(guò)這個(gè)研討會(huì)，出版了題為生態(tài)營(yíng)銷(xiāo)的書(shū)。之后，關(guān)于這個(gè)話題的書(shū)越來(lái)越多。ama研討會(huì)，匯合學(xué)者，從業(yè)人員和公共決策者，共同研究營(yíng)銷(xiāo)對(duì)自然環(huán)境的影響。本次研討會(huì)，把生態(tài)營(yíng)銷(xiāo)定義為：研究營(yíng)銷(xiāo)活動(dòng)對(duì)污染，能源消耗，非能源消耗的積極和消極影響。綠色營(yíng)銷(xiāo)最早的定義有三層含義：1. 它是整個(gè)營(yíng)銷(xiāo)活動(dòng)的

5、一部分。2. 它同時(shí)研究積極和消極的活動(dòng)。3. 也研究狹義的環(huán)境問(wèn)題。這個(gè)定義是個(gè)有用的開(kāi)始，而全面的綠色營(yíng)銷(xiāo)概念需要更寬廣的定義。在提出另一個(gè)定義前，應(yīng)該指出，沒(méi)有一個(gè)定義或術(shù)語(yǔ)是可以被普遍接受的。如果研究者對(duì)研究?jī)?nèi)容持有不同的觀點(diǎn)，那么如何來(lái)評(píng)估這個(gè)議題，這是個(gè)重大的問(wèn)題。下面的定義比其他研究定義范圍更廣，它包括了其他定義的所有組成部分。我的定義是：綠色或環(huán)保營(yíng)銷(xiāo)，包括所有促進(jìn)交易，滿足人類(lèi)需求的活動(dòng)，在此過(guò)程中，對(duì)自然環(huán)境產(chǎn)生的影響降到最低。二綠色營(yíng)銷(xiāo)的重要性為什么綠色營(yíng)銷(xiāo)越來(lái)越受到重視，這個(gè)問(wèn)題非常簡(jiǎn)潔，也是基于經(jīng)濟(jì)的定義：經(jīng)濟(jì)是研究人們?nèi)绾问褂糜邢薜馁Y源來(lái)滿足人類(lèi)無(wú)限的需求。人類(lèi)擁有

6、的資源是有限的，但是人類(lèi)的需求是無(wú)限的。然而，這些需求是否合理可行，這個(gè)問(wèn)題就非常重要，在此也會(huì)得到解答。在自由選擇的市場(chǎng)中，個(gè)人和團(tuán)體是有權(quán)利使他們的需求得到滿足，這已被普遍接受。企業(yè)面對(duì)有限的自然資源，他們一定開(kāi)發(fā)新的其他方式來(lái)滿足這些無(wú)限的需求。最終，綠色營(yíng)銷(xiāo)是市場(chǎng)活動(dòng)如何利用有限的資源滿足消費(fèi)者的需求，無(wú)論是個(gè)人需求還是工業(yè)需求，同時(shí)也實(shí)現(xiàn)銷(xiāo)售組織的目標(biāo)。為什么企業(yè)要使用綠色營(yíng)銷(xiāo)？通過(guò)查閱文獻(xiàn)，可以得到企業(yè)更多的使用綠色營(yíng)銷(xiāo)的原因有以下幾點(diǎn)：環(huán)保營(yíng)銷(xiāo)可以用來(lái)實(shí)現(xiàn)其目標(biāo)。企業(yè)認(rèn)為，他們應(yīng)該有道義感和社會(huì)責(zé)任感。政府機(jī)構(gòu)迫使企業(yè)承擔(dān)更多的責(zé)任。他們的競(jìng)爭(zhēng)對(duì)手搞環(huán)保活動(dòng)，也迫使他們改變其環(huán)保

7、營(yíng)銷(xiāo)活動(dòng)。與廢物處理有關(guān)的成本因素，或減少材料使用，迫使企業(yè)改變他們的行為。消費(fèi)者，不管是個(gè)人還是企業(yè)，越來(lái)越關(guān)注和意識(shí)到自然環(huán)境問(wèn)題。在1992年的16個(gè)國(guó)家研討會(huì)中，在每個(gè)國(guó)家除了新加坡，超過(guò)50%的消費(fèi)者，表明他們關(guān)注環(huán)境問(wèn)題。1994年在澳大利亞的研討會(huì)中，80%的參加者表明他們已經(jīng)改變其行為，包括采購(gòu)行為。許多企業(yè)看到這些需求改變，抓住時(shí)機(jī)。鑒于這些說(shuō)明，我們可以假設(shè)，環(huán)保的企業(yè)營(yíng)銷(xiāo)商品，會(huì)比非環(huán)保的同類(lèi)商品更具競(jìng)爭(zhēng)優(yōu)勢(shì)。有很多例子表明企業(yè)正努力做到環(huán)保，以更好的滿足消費(fèi)者的需求。麥當(dāng)勞用蠟紙取代了蛤殼包裝，由于消費(fèi)者越來(lái)越關(guān)注聚苯乙烯生產(chǎn)和臭氧消耗。金槍魚(yú)生產(chǎn)商改變了他們的捕魚(yú)技術(shù)

8、，因?yàn)榱骶W(wǎng)導(dǎo)致海豚死亡的事件越來(lái)越受關(guān)注。施樂(lè)公司推出“高品質(zhì)”再生復(fù)印紙，以減少對(duì)環(huán)境有害的產(chǎn)品。很多公司開(kāi)始意識(shí)到他們是更廣的社區(qū)成員，因此一定對(duì)環(huán)境負(fù)責(zé)。這樣促使他們相信他們一定實(shí)現(xiàn)環(huán)境目標(biāo)，同時(shí)實(shí)現(xiàn)相關(guān)利潤(rùn)目標(biāo)。這個(gè)環(huán)境問(wèn)題的結(jié)果成為了公司的企業(yè)文化。像美體小鋪這樣的組織，更表明白他們對(duì)環(huán)境負(fù)責(zé)。這種行為是一種競(jìng)爭(zhēng)優(yōu)勢(shì)，該公司專(zhuān)門(mén)為消費(fèi)者提供環(huán)保產(chǎn)品，替代了傳統(tǒng)的化妝品。這一理念直接和整個(gè)公司文化掛鉤，不僅僅是一種競(jìng)爭(zhēng)工具。green marketingalthough environmental issues influence all human activities, few a

9、cademic disciplines have integrated green issues into their literature. this is especially true of marketing. as society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society's "new" concerns. some businesse

10、s have been quick to accept concepts like environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities. some evidence of this is the development of journals such as "business strategy and the environment" and "gre

11、ener management international," which are specifically designed to disseminate research relating to business' environmental behavior. one business area where environmental issues have received a great deal of discussion in the popular and professional press is marketing. terms like "gr

12、een marketing" and "environmental marketing" appear frequently in the popular press. many governments around the world have become so concerned about green marketing activities that they have attempted to regulate them (polonsky 1994a). for example, in the united states (us) the feder

13、al trade commission and the national association of attorneys-general have developed extensive documents examining green marketing issues ftc 1991, naag 1990. one of the biggest problems with the green marketing area is that there has been little attempt to academically examine environmental or gree

14、n marketing. while some literature does exist carlson, grove and kangun 1993, davis 1992, davis 1993, it comes from divergent perspectives.this paper will attempt 1) to introduce the terms and concepts of green marketing; 2) briefly discuss why going green is important; 3) examine some of the reason

15、 that organizations are adopting a green marketing philosophy; and 4) mention some of the problems with green marketing.what is green marketingunfortunately, a majority of people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics

16、. terms like phosphate free, recyclable, refillable, ozone friendly, and environmentally friendly are some of the things consumers most often associate with green marketing. while these terms are green marketing claims, in general green marketing is a much broader concept, one that can be applied to

17、 consumer goods, industrial goods and even services. for example, around the world there are resorts that are beginning to promote themselves as "ecotourist" facilities, i.e., facilities that "specialize" in experiencing nature or operating in a fashion that minimizes their envir

18、onmental impact may 1991, ingram and durst x, troumbis 1991.thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. yet defining green marketing is not a simple task. indeed

19、 the terminology used in this area has varied, it includes: green marketing, environmental marketing and ecological marketing. while green marketing came into prominence in the late 1980s and early 1990s, it was first discussed much earlier. the american marketing association (ama) held the first wo

20、rkshop on "ecological marketing" in 1975. the proceedings of this workshop resulted in one of the first books on green marketing entitled "ecological marketing" henion and kinnear 1976a. since that time a number of other books on the topic have been published charter 1992, coddin

21、gton 1993, ottman1993.the ama workshop attempted to bring together academics, practitioners, and public policy makers to examine marketing's impact on the natural environment. at this workshop ecological marketing was defined as: the study of the positive and negative aspects of marketing activi

22、ties on pollution, energy depletion and nonenergy resource depletion. henion and kinnear 1976b, 1this early definition has three key components, 1) it is a subset of the overall marketing activity; 2) it examines both the positive and negative activities; and 3) a narrow range of environmental issue

23、s are examined. while this definition is a useful starting point, to be comprehensive green marketing needs to be more broadly defined. before providing an alternative definition it should be noted that no one definition or terminology has been universally accepted. this lack of consistency is a lar

24、ge part of the problem, for how can an issue be evaluated if all researchers have a different perception of what they are researching. the following definition is much broader than those of other researchers and it encompasses all major components of other definitions. my definition is:green or envi

25、ronmental marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment. why is green marketing importantthe quest

26、ion of why green marketing has increased in importance is quite simple and relies on the basic definition of economics: economics is the study of how people use their limited resources to try to satisfy unlimited wants. mctaggart, findlay and parkin 1992, 24thus mankind has limited resources on the

27、earth, with which she/he must attempt to provide for the worlds' unlimited wants. (there is extensive debate as to whether the earth is a resource at man's disposal, for example, see gore 1993.) while the question of whether these wants are reasonable or achievable is important, this issue w

28、ill not be addressed in this paper. in market societies where there is "freedom of choice", it has generally been accepted that individuals and organizations have the right to attempt to have their wants satisfied. as firms face limited natural resources, they must develop new or alternati

29、ve ways of satisfying these unlimited wants. ultimately green marketing looks at how marketing activities utilize these limited resources, while satisfying consumers wants, both of individuals and industry, as well as achieving the selling organization's objectives.why are the firms using green

30、marketing? when looking through the literature there are several suggested reasons for firms increased use of green marketing. five possible reasons cited are:1. organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives keller 1987, shearer 1990;2

31、. organizations believe they have a moral obligation to be more socially responsible davis 1992, freeman and liedtka 1991, keller 1987, mcintosh 1990, shearer 1990;3. governmental bodies are forcing firms to become more responsible naag 1990;4. competitors' environmental activities pressure firm

32、s to change their environmental marketing activities naag 1990; and5. cost factors associated with waste disposal, or reductions in material usage forces firms to modify their behavior azzone and manzini 1994.it appears that all types of consumers, both individual and industrial are becoming more co

33、ncerned and aware about the natural environment. in a 1992 study of 16 countries, more than 50% of consumers in each country, other than singapore, indicated they were concerned about the environment ottman 1993. a 1994 study in australia found that 84.6% of the sample believed all individuals had a

34、 responsibility to care for the environment. a further 80% of this sample indicated that they had modified their behavior, including their purchasing behavior, due to environmental reasons epa-nsw 1994. as demands change, many firms see these changes as an opportunity to be exploited.given these fig

35、ures, it can be assumed that firms marketing goods with environmental characteristics will have a competitive advantage over firms marketing non-environmentally responsible alternatives. there are numerous example of firms who have strived to become more environmentally responsible, in an attempt to better satisfy their consumer needs.mcdonald's replaced its clam shell packaging with waxed paper because of increased con