论文标题:基于博弈论的企业绿色营销研究
Research on the Enterprise Green Marketing Based on Game Theory
论文作者 张志军
论文导师 徐建中,论文学位 硕士,论文专业 产业经济学
论文单位 哈尔滨工程大学,点击次数 105,论文页数 74页File Size2985k
2004-01-01论文网 http://www.lw23.com/lunwen_50877027/ 博弈论;绿色营销;企业;可持续发展;绿色产品
Game theory ; Green marketing; Enterprise; Sustainable development; Green product
绿色营销的研究是随着20世纪60年代以来人们对环境、资源等问题的关注和深入研究而逐浙产生的，进入20世纪90年代后，此方面的文章和专著纷纷问世，绿色营销实践日益深入。我国于20世纪80年代末开始研究绿色营销，但无论是理论研究和实践，均落后于国外先进水平，处于初始阶段。我国作为一个处于经济高速发展的发展中国家，环境压力、人口压力、资源压力日益成为经济增长和社会发展的重大制约因素，开展绿色营销己是当务之急。绿色营销不但关系到我国整个国民经济能否持续、稳定、健康发展，也影响到企业本身能否在市场竞争中长盛不衰。 本论文根据博弈论和绿色营销的基本概念和基本原理，综合运用多学科理论和方法，揭示了博弈论和绿色营销的一般原理和规律，进行了绿色营销中的消费者行为分析，指出绿色消费者特征是个复杂的整体，它包括人口和社会经济因素特征、文化因素特征、个性心理因素特征、态度特征、居住地特征；进行了绿色营销中的企业行为分析，指出企业的实力、活力与效益是企业是否进入绿色消费市场，在多大程度上开展绿色营销活动的主要影响因素；建立了绿色营销中企业与消费者完全信息静态博弈模型和企业与消费者完全信息动态博弈模型，并进行了求解与分析；建立了绿色营销中企业之间博弈模型，并进行了求解与分析。
Since 1960", green marketing has gradually taken its shape with the profound research of the issues about environment and resources being concerned.With the world proceeding into 1990"s, articles and monographs have come into being in a continuous stream and green marketing practice has been increasingly attaining in-depth advance.At the end of 1980"s, China started to develop green marketing, but theoretical research and practice in China was at its initial stage and thus lagged behind advanced world levels.A developing country undergoing rapid economic development, China is now enduring environment, population and resource pressures, which have increasingly become critical conditioning factors for its economic growth and social progress.The research on green marketing has become an urgent task.lt not only concern the sustainable, stable and healthy development of China"s national economy and enduring prosperity of Chinese enterprise in the market competition hinges.Thesis based on the basic concept and theory of game theory and green marketing and synthetically use the theory and means of many subject open out the common theory and rule of game theory and green marketing, and carry through the consumer behavior analysis of green marketing, and indicate that green consumer character is a complicated whole .It include population and society economic factor character, culture factor character, individuality psychology factor character, attitude character, residence character and carry through the enterprise behavior analysis of green marketing .It indicate that the enterprise"s strength, energy and benefit is the main Influence factor of whether or not the enterprise enter green consume market and develop green marketing at how much degree.It establish enterprise and consumer"s complete information static state game model and complete information dynamic state game model and carry through solution and analysis. It establish game model between enterprise and carry through solution and analysis.But the research of enterprise green marketing based on game theory is not perfect about some questions limited by various kinds of subjective and objective condition .It needs the masses of workers making great efforts continually.
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