杭州一嗨汽車租賃公司綠色營銷策略外文翻譯

1、此處為論文中文題目，要求居中填寫主標題不超過24個漢字；可加副標題（副標題前加破折號），副標題與主標題間空一行的位置主標題：黑體，小二，居中副標題：楷體_GB2312，四號，居中閱后刪除此文本框。本 科 生 畢 業(yè) 論 文（設(shè)計）外 文 文 獻 翻 譯譯文： 綠色營銷學生姓名 金麗生學 號 0703200215指導(dǎo)教師 張榮二級學院 工商管理專業(yè)名稱 市場營銷班 級 07市營2班修改2010年12月綠色營銷 EGJ Electronic Green Journal. UCLA Library ISSN 1076-7975. 2004環(huán)境問題影響著人類的一切活動，但是，在學科中，還是很少有把環(huán)保

2、問題納入其文學中。營銷尤其如此。隨著社會與自然環(huán)境的關(guān)系越來越密切，企業(yè)已經(jīng)開始改變自己的行為，以解決社會上“新”的擔憂。一些企業(yè)已經(jīng)快速接受像環(huán)境管理系統(tǒng)和廢物減量化等概念，并開始在其組織活動中，把環(huán)境問題考慮在內(nèi)，像企業(yè)戰(zhàn)略和環(huán)境和綠色管理這樣的期刊越來越多專門研究關(guān)于企業(yè)環(huán)境行為，可以為此提供證據(jù)。人們越來越多地開始討論一個企業(yè)的環(huán)境問題，那么企業(yè)的專業(yè)媒體就是營銷。一些術(shù)語像“綠色營銷”和“環(huán)保營銷”開始頻頻出現(xiàn)在流行媒體中。世界上很多政府也越來越關(guān)注綠色營銷活動，并加以規(guī)范。例如，在美國聯(lián)邦貿(mào)易委員會和國家總檢察長協(xié)會已經(jīng)制定出了研究綠色營銷問題的文件。綠色營銷領(lǐng)域中一個最大的問題就

3、是，很少有從學術(shù)層面上研究綠色營銷。雖然一些文學確實存在，它們也是闡述不同的觀點。下面這篇文章，主要對綠色營銷進行學術(shù)討論，闡述其概念及其重要性。一什么是綠色營銷不幸的是，大多數(shù)人認為，綠色營銷僅僅是指具有環(huán)保特性的推廣產(chǎn)品。消費者經(jīng)常會把綠色營銷跟一些術(shù)語像無磷，可回收，可在裝，對臭氧無危害，環(huán)保等聯(lián)系在一起。雖然這些術(shù)語是表示綠色營銷，但是一般來說，綠色營銷擁有一個更廣泛的概念，它可以應(yīng)用于消費品，工業(yè)品，甚至是服務(wù)。例如，世界各地的度假勝地開始推出“生態(tài)旅游”設(shè)施，就是專門體驗大自然，或者一種環(huán)保的方式，最大限度地減少對環(huán)境的影響。這樣，綠色營銷包含了更廣泛的活動范圍，包括產(chǎn)品修飾，對生

4、產(chǎn)過程的改變，包裝的變化，以及廣告修改。然而，界定綠色營銷的概念不是件容易的事。事實上，在這方面所使用的術(shù)語有綠色營銷，環(huán)境營銷，和生態(tài)營銷。綠色營銷這個詞最早出現(xiàn)在二十世紀八十年代晚期和二十世紀九十年代的早期，而它被開始討論的時期還要早。美國市場營銷協(xié)會（AMA）在1975年舉行了第一次“生態(tài)營銷”研討會。通過這個研討會，出版了題為生態(tài)營銷的書。之后，關(guān)于這個話題的書越來越多。AMA研討會，匯集學者，從業(yè)人員和公共決策者，共同研究營銷對自然環(huán)境的影響。本次研討會，把生態(tài)營銷定義為：研究營銷活動對污染，能源消耗，非能源消耗的積極和消極影響。綠色營銷最早的定義有三層含義：1. 它是整個營銷活動的

5、一部分。2. 它同時研究積極和消極的活動。3. 也研究狹義的環(huán)境問題。這個定義是個有用的開始，而全面的綠色營銷概念需要更寬廣的定義。在提出另一個定義前，應(yīng)該指出，沒有一個定義或術(shù)語是可以被普遍接受的。如果研究者對研究內(nèi)容持有不同的觀點，那么如何來評估這個議題，這是個重大的問題。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)保營銷，包括所有促進交易，滿足人類需求的活動，在此過程中，對自然環(huán)境產(chǎn)生的影響降到最低。二綠色營銷的重要性為什么綠色營銷越來越受到重視，這個問題非常簡單，也是基于經(jīng)濟的定義：經(jīng)濟是研究人們?nèi)绾问褂糜邢薜馁Y源來滿足人類無限的需求。人類擁有

6、的資源是有限的，但是人類的需求是無限的。然而，這些需求是否合理可行，這個問題就非常重要，在此也會得到解答。在自由選擇的市場中，個人和團體是有權(quán)利使他們的需求得到滿足，這已被普遍接受。企業(yè)面對有限的自然資源，他們必須開發(fā)新的其他方式來滿足這些無限的需求。最終，綠色營銷是市場活動如何利用有限的資源滿足消費者的需求，無論是個人需求還是工業(yè)需求，同時也實現(xiàn)銷售組織的目標。為什么企業(yè)要使用綠色營銷？通過查閱文獻，可以得到企業(yè)更多的使用綠色營銷的原因有以下幾點：環(huán)保營銷可以用來實現(xiàn)其目標。企業(yè)認為，他們應(yīng)該有道義感和社會責任感。政府機構(gòu)迫使企業(yè)承擔更多的責任。他們的競爭對手搞環(huán)?；顒?，也迫使他們改變其環(huán)保

7、營銷活動。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。消費者，不管是個人還是企業(yè)，越來越關(guān)注和意識到自然環(huán)境問題。在1992年的16個國家研討會中，在每個國家除了新加坡，超過50%的消費者，表明他們關(guān)注環(huán)境問題。1994年在澳大利亞的研討會中，80%的參與者表明他們已經(jīng)改變其行為，包括采購行為。許多企業(yè)看到這些需求變化，抓住時機。鑒于這些說明，我們可以假設(shè)，環(huán)保的企業(yè)營銷商品，會比非環(huán)保的同類商品更具競爭優(yōu)勢。有很多例子表明企業(yè)正努力做到環(huán)保，以更好的滿足消費者的需求。麥當勞用蠟紙取代了蛤殼包裝，由于消費者越來越關(guān)注聚苯乙烯生產(chǎn)和臭氧消耗。金槍魚生產(chǎn)商改變了他們的捕魚技術(shù)

8、，因為流網(wǎng)導(dǎo)致海豚死亡的事件越來越受關(guān)注。施樂公司推出“高品質(zhì)”再生復(fù)印紙，以減少對環(huán)境有害的產(chǎn)品。很多公司開始意識到他們是更廣的社區(qū)成員，因此必須對環(huán)境負責。這樣促使他們相信他們必須實現(xiàn)環(huán)境目標，同時實現(xiàn)相關(guān)利潤目標。這個環(huán)境問題的結(jié)果成為了公司的企業(yè)文化。像美體小鋪這樣的組織，更表明了他們對環(huán)境負責。這種行為是一種競爭優(yōu)勢，該公司專門為消費者提供環(huán)保產(chǎn)品，替代了傳統(tǒng)的化妝品。這一理念直接和整個公司文化掛鉤，不僅僅是一種競爭工具。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 societys new concerns. Some businesses have been quick

10、 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 Greener Management International, whic

11、h 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 Green Marketing and Environmental Marketing appear fre

12、quently 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 Federal Trade Commission and the National Association of Attorneys-General

13、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 green marketing. While some literature does exist Carlson, Grove and Kangu

14、n 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 that organizations are adopting a green marketing philosophy; and 4)

15、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. Terms like Phosphate Free, Recyclable, Refillable, Ozone Friendly, a

16、nd 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 consumer goods, industrial goods and even services. For example, arou

17、nd 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 environmental impact May 1991, Ingram and Durst 1989, Troumbis 1991.Thus green marketing incorporat

18、es 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 the terminology used in this area has varied, it includes: Green Marketing, Environmental

19、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 workshop on Ecological Marketing in 1975. The proceedings of this workshop resulted in one of

20、 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, Coddington 1993, Ottman1993.The AMA workshop attempted to bring together academics, practitioners, and public policy make

21、rs to examine marketings impact on the natural environment. At this workshop ecological marketing was defined as: the study of the positive and negative aspects of marketing activities on pollution, energy depletion and nonenergy resource depletion. Henion and Kinnear 1976b, 1This early definition h

22、as 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 issues are examined. While this definition is a useful starting point, to be comprehensive green marketing needs to be more b

23、roadly 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 large part of the problem, for how can an issue be evaluated if all researchers have a different perception of what they ar

24、e 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 Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy hum

25、an 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 question of why green marketing has increased in importance is quite simple and relies on the basic definition of Economics:

26、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 earth, with which she/he must attempt to provide for the worlds unlimited wants. (There is extensive debate as to whethe

27、r the earth is a resource at mans disposal, for example, see Gore 1993.) While the question of whether these wants are reasonable or achievable is important, this issue will not be addressed in this paper. In market societies where there is freedom of choice, it has generally been accepted that indi

28、viduals and organizations have the right to attempt to have their wants satisfied. As firms face limited natural resources, they must develop new or alternative ways of satisfying these unlimited wants. Ultimately green marketing looks at how marketing activities utilize these limited resources, whi

29、le satisfying consumers wants, both of individuals and industry, as well as achieving the selling organizations objectives.Why are the firms using green marketing? When looking through the literature there are several suggested reasons for firms increased use of Green Marketing. Five possible reason

30、s cited are:1. Organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives Keller 1987, Shearer 1990;2. Organizations believe they have a moral obligation to be more socially responsible Davis 1992, Freeman and Liedtka 1991, Keller 1987, McIntosh 19

31、90, Shearer 1990;3. Governmental bodies are forcing firms to become more responsible NAAG 1990;4. Competitors environmental activities pressure firms to change their environmental marketing activities NAAG 1990; and5. Cost factors associated with waste disposal, or reductions in material usage force

32、s firms to modify their behavior Azzone and Manzini 1994.It appears that all types of consumers, both individual and industrial are becoming more concerned and aware about the natural environment. In a 1992 study of 16 countries, more than 50% of consumers in each country, other than Singapore, indi

33、cated 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 responsibility to care for the environment. A further 80% of this sample indicated that they had modified their behavior, including their purchasing be

34、havior, due to environmental reasons EPA-NSW 1994. As demands change, many firms see these changes as an opportunity to be exploited.Given these figures, 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.McDonalds replaced its clam shell packaging with waxed paper because of increased