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绿色营销是指企业在营销活动中,谋求消费者利益、企业利益、社会利益和生态利益的统一,既要充分满足消费者需求,实现企业利润目标,又要充分注意自然生态平衡。博弈论是研究相互依赖、相互影响的决策主体的理性决策行为以及这些决策的均衡结果的理论。该文借助博弈论工具,从微观经济学角度对此进行分析,探求参与绿色营销的博弈各方追求的福利效用,理清博弈各方关系,提出在实施绿色营销过程中的各方的有效对策。
Green marketing refers to the unity of seeking the interests of consumers, enterprises, social and ecological interests in the marketing activities of enterprises. It is necessary to fully meet the needs of consumers, achieve the profit targets of enterprises, and pay full attention to the natural ecological balance. Game theory is a theory that studies the rational decision-making behaviors of interdependent and influential decision-makers and their equilibrium results. By means of game theory tools, this article analyzes this from the perspective of microeconomics and explores the welfare utility pursued by all parties involved in green marketing, clarifies the relationships among all parties involved in the game, and puts forward effective countermeasures to all parties involved in implementing green marketing .