CAJ | 학술논문

随着我国经济的快速增长，消费者逐渐呈现出由非绿色品牌向绿色品牌转换的消费趋势。为了更好地提高绿色营销绩效，须从基本因素、强化因素、深化因素三个层面，分析和研究消费者绿色品牌转换过程影响因素的作用，在此基础上从绿色产品生产控制、企业绿色产品宣传推广、绿色产品监督管理、绿色环保的社会宣传等方面出发，构建绿色营销下的消费者品牌转换促成机制，以期望规范企业绿色营销活动．为企业更好地实施绿色营销战略提出建议。
수착아국경제적쾌속증장，소비자축점정현출유비록색품패향록색품패전환적소비추세。위료경호지제고록색영소적효，수종기본인소、강화인소、심화인소삼개층면，분석화연구소비자록색품패전환과정영향인소적작용，재차기출상종록색산품생산공제、기업록색산품선전추엄、록색산품감독관리、록색배보적사회선전등방면출발，구건록색영소하적소비자품패전환촉성궤제，이기망규범기업록색영소활동．위기업경호지실시록색영소전략제출건의。
With the rapid development of the national economy, consumers gradually prefer the pollution - free product to the normal product . In order to increase the level of Green Marketing, this paper investigates brand switch factors＇ function of pollution - free product marketing from basic factor, intensifying factor and in - depth factor. Based on the consumers＇influencing factor , this paper sets up a basic prompting mechanism of brand switch of green marketing from several aspects. The purpose of this paper is to standardize enterprises＇ green marketing activity to promote the enterprise＇s performance of green marketing, and put forward some suggestion on green marketing about enterprise.