CAJ | 학술논문

20世纪90年代以来，“绿色”事业已成为世界各国政府、企业和社会公众广为关注、共同追求的崇高事业，绿色产品需求也已经成为新的消费时尚。顺应绿色消费趋势，企业实施清洁生产、绿色包装、绿色营销管理，必将满足消费者新的消费需求。本文结合绿色营销的4P组合进行分析，并提出了绿色营销微观管理的具体思路。不但扩大了企业的发展空间，同时也造福了社会，为企业带来新的经济增长点，开拓出营销管理的创新之道。
20세기90년대이래，“록색”사업이성위세계각국정부、기업화사회공음엄위관주、공동추구적숭고사업，록색산품수구야이경성위신적소비시상。순응록색소비추세，기업실시청길생산、록색포장、록색영소관리，필장만족소비자신적소비수구。본문결합록색영소적4P조합진행분석，병제출료록색영소미관관리적구체사로。불단확대료기업적발전공간，동시야조복료사회，위기업대래신적경제증장점，개탁출영소관리적창신지도。
Since 1990s, the ＂green＂ business has been widely concerned by the international government, enterprise and society, and has been the lofty business that pursued together, the green product has also become the new consumption vogue. Compling with the green consumption trend, the implement of clean production, green packing and management of green marketing would meet the new requirement of consumption. This text combines the 4P combination of the green marketing to analyze the microscopic management of green marketing and put forward the concrete ways. Microscopic management of green marketing not only extend the development space of the enterprise, but also bring benefit to the society, bring the new economy growth for the enterprise, and expand the creative way of marketing management.