Abstract:

The recycling economy becomes a new mode for the sustainable development as people have a common recognition globally. Hence, the green marketing develops into typical new concept marketing in human marketing times. This paper, based on the recycling economy theory, expands the significance for enterprises to carry out green marketing strategy, and presents some major approaches to green marketing strategy.

Key words:

green marketing; recycling economy; sustainable development

摘要：

近年来，随着人们对可持续发展战略的广泛认同，循环经济是21世纪实现可持续发展的新经济模式，已逐渐成为世界的共识。顺应了这一历史潮流的绿色营销也逐渐发展成为人本营销时代的一种典型新概念营销模式。本文在循环经济理论基础上，阐述企业实施绿色营销策略的重要性，并进一步提出企业如何在循环经济理论的指导下实施绿色营销的主要策略。

关键词: 绿色营销；循环经济；可持续发展