早在20世纪70年代末,著名的管理大师菲利普·科特勒在提出社会市场营销观念的时候,就阐述了可持续发展的思想。他认为传统营销过于强调消费者的个性需要及其满足,往往造成能源及物资的浪费和环境污染,不利于社会长期、均衡、稳定发展。他提出企业在进行生产经营活动中,必须考虑消费者、企业、社会三方面的利益,不仅要满足消费者一时的需要和欲望,更要符合消费者和社会的长远利益,并进而实现企业的发展目标。菲利普·科特勒阐述的可持续发展的思想已被人们广泛接受,并已成为企业关注的热点问题。可持续发展的实质,就是在经济和社会发展过程中,既要考虑当前发展的需要,又要考虑未来社会经济的发展,不以牺牲后代人的利益为代价,来换取当代人的 As early as the late 1970s, the famous management guru Philip Kotler put forward the concept of sustainable development when he put forward the concept of social marketing. He believes that traditional marketing is too much emphasis on the individual needs of consumers and their satisfaction, often resulting in waste of energy and materials and environmental pollution, is not conducive to long-term, balanced and stable development of society. He pointed out that enterprises must consider the interests of consumers, enterprises and society in carrying out their production and business activities. They must not only meet the needs and desires of consumers at a moment’s notice, but also meet the long-term interests of consumers and the community and thus realize the long- development Goals. The idea of ​​sustainable development elaborated by Philip Kotler has been widely accepted and has become a hot issue of concern to enterprises. The essence of sustainable development is that in the process of economic and social development, we must consider the needs of the current development as well as the future socio-economic development without sacrificing the interests of future generations in exchange for the