服装行业中绿色营销的研究与应用

Research and Application of Green Marketing in the Apparel Industry

摘要: 近年来，在世界绿色浪潮的影响下，消费者对绿色产品愈加青睐，服装行业也不例外，绿色服装理念在服装企业中形成了独特的竞争优势，而如何做到“绿色营销”是当前国内服装企业所匮乏的，在当前经济结构转型的期间，服装企业是否要重新考虑自己的营销思路，让绿色营销真正引领服装业的可持续发展。

Abstract: In recent years, under the influence of the World Green Wave, consumers increasingly favored for green products, the apparel industry is no exception, green clothing concept in the clothing business in the formation of a unique competitive advantage. How to do the “green marketing” is the current domesticgar- ment enterprises are scarce in the current period of economic restructuring, and garment enterprises to re- consider their own marketing ideas, green marketing really lead the sustainable development of the garment industry.