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企业绿色经营创新研究摘要随着经济社会发展与环境问题之间矛盾的加剧，面临日渐兴起的绿色消费、绿色贸易壁垒、国内国际市场竞争的加剧，绿色经营已经成为企业承担社会责任、实现可持续发展的必然选择。企业绿色经营是指在企业经营管理的全过程中融入环境保护的理念，使企业经营和环境保护融为一体的企业经营管理活动。绿色经营不是企业的经营策略，更不是一种促销手段，而是企业发展战略的重大变革，是企业经营战略的全面调整。绿色经营贯穿于企业生产经营活动的全过程。企业绿色经营主要包括绿色生产、绿色营销和绿色管理。可持续发展理论、外部效应理论、利益相关者理论、竞争优势理论是企业进行绿色经营的理论依据。基于此，企业绿色经营创新是指在企业的生产经营活动中,注重地球生态环境保护，致力于向消费者大量提供其所需的绿色产品,促进经济与生态的协调发展，实现企业利益、消费者利益、社会利益及生态环境保护的统一的生产、销售、管理和服务等各个环节的创新。企业绿色经营创新的本质是全面协同创新。绿色经营创新的内涵及其影响因素要求企业进行绿色经营创新时应遵循可持续发展原则、可循环原则、节约生产原则、全过程控制原则。绿色经营创新的战略规划与战略目标要求企业在了解绿色经营创新的动力机制、压力机制、运行障碍的基础上，构建完善的运行机制。企业绿色经营创新体系的核心内容是生产模式创新、市场营销创新、组织管理创新与制度创新。企业绿色经营的生产模式创新具体表现为清洁生产。清洁生产与传统的生产模式相比一种全新的创造性的生产模式。清洁生产主要包括绿色产品设计、绿色材料采购、绿色包装、绿色工艺设备、绿色回收处理等技术的创新。清洁生产在我国大体经历了引进传播、政策（研究）推进、逐渐规范三个阶段。清洁生产虽然取得了一定进展，但在整体推进、审核工作等方面存在一些亟待解决的问题。绿色营销以绿色产品和绿色产业为基础，以环境保护和可持续发展为中心，开拓绿色市场。企业实施绿色营销应执行的“3P+5C”的策略组合，从消费者对绿色产品的需求，到企业决定生产；从市场营销的绿色目标，到绿色营销战略的确定，构成一个有机统一的绿色营销体系。以绿色产品开发为中心，我国企业也全面展开了绿色营销。但我国的绿色营销客观上面临着不少问题和障碍：全社会性的绿色消费需求尚未形成；企业绿色市场营销理念匮乏；企业生产管理方式与清洁生产的要求不匹配；现有营销策略组合不适应绿色营销；政府对绿色市场营销的支持措施不够。针对上述问题，制定绿色营销战略规划、强化企业的绿色营销观念、创新绿色营销策略组合、强化政府的宏观调控职能，就成为我国促进企然选择。适应绿色经营的要求，企业必须全面系统地解决企业组织结构与运行以及企业间组织联系方面所存在的问题，使之适应企业绿色经营的需要。企业微观绿色管理在管理观念、管理目标、绿色问题的态度、核心利益选择等方面与传统企业管理存在诸多的不同，它要求企业全方位的“绿色化”。绿色企业文化是绿色管理的重要组成部分。企业绿色经营制度创新的包括绿色税收制度、绿色会计核算体系制度、企业融资的绿色约束制度等。我国企业绿色经营的制度基础薄弱，存在一定的缺陷：环境资源产权制度虚置；税收制度功能有限；环境信息披露制度透明度差；宏观控制制度供给不足。与此相应，对上述制度进行创新就成为我国促进企业绿色经营的正确取向。企业绿色经营创新效益与能力的分析与评价是绿色经营的内在要求。论文在阐述评析企业绿色经营创新效益、能力指标、方法的前提下，以EoCM理论在浙江省的实践为例评价了企业绿色经营创新的效益。针对我国企业绿色经营创新能力的不足，论文提出了进一步提高企业绿色经营创新能力的对策。市场经济条件下，政府制定环境政策促进企业绿色经营创新是不可或缺的。根据国际经验，环境政策主要有环境规制政策、环境经济政策、环境协议政策、绿色公开政策。中国环境政策的发展与演变历程表明，现行促进绿色经营的环境规制政策、环境经济政策、绿色公开政策与绿色经营的要求相比尚存在一定的差距。论文分析了中国现行促进绿色经营的环境政策存在的主要问题，并提出了相应的完善对策。关键词：绿色经营；绿色经营创新；清洁生产；绿色营销；环境政策 Business Innovation of EnterprisesAbstractWith the intensifying conflict between economic and social development andenvironmental problems,facing the increasingly rising intensifying of greenconsumption,green barriers to trade,domestic and international market competition,green business has become the inevitable choice of enterprises to take the socialresponsibility and realize the sustainable development.Green business of enterprises is business administration activities of enterprisesthat putting the concept of environmental protection into the whole process ofbusiness management to reach the integration of business operations andenvironmental protection.Green business is not a business strategy or a promotionalinstrument,but an great change of development strategies and a comprehensivebusiness strategy adjustment.Green business impenetrate the entire process ofenterprise production and management activities.Green business of enterprisesincludes green production,green marketing and green management.The theories ofsustainable development,external effects,profit correlators and competitiveadvantages are academic basises for green business.Based on this,green businessinnovation of enterprises is that during the production and business activities,payingattention to protection of the ecological environment on Earth,hammering atproviding plentiful green products which consumers require,promoting thecoordination of economic and ecological development,and then realizing theinnovation of production,marketing,management and services with the unification ofbusiness interests,consumer interests,social interests and the ecological environmentprotection.The essence of green business innovation of enterprises is acomprehensive collaborative innovation.The connotation and influencing factors of green business innovation requireenterprises to follow the principles of sustainable development,recycling,savingproduction and entire process controlling when innovating the green business.Thestrategic programming and objectives of green business innovation require enterprisesto build a perfect operational mechanism on the basis of understanding powermechanism,pressure mechanism and operating barriers of green business innovation.The core content of the system of green business innovation of enterprises is theproduction model innovation,marketing innovation,organization and managementinnovation and system innovation.The production mode of green enterprises business concretely behaves as cleanerproduction.Compared with traditional production modes,cleaner production is afire-new creative production mode.Cleaner production includes the innovations ofgreen product design,green material stocking,green packaging,green technology andequipment and green recycling.Cleaner production in China has experienced threestages:the introduction and spread,the advancing of policy(research)and thegradually standardizing.Cleaner production in China has made some progress,but inand the auditing work,etc.,there are still some problemswhich require urgent solution.Green Marketing bases on green products and green industry take environmentalprotection and sustainable development as the center and exploit green market.Greenmarketing of enterprises should implement the“3P+5C”combination of strategies,which is from the consumers’demands for green products to the corporates’production decision;from the green objectives of marketing to the identifying ofgreen marketing strategies.And it constitutes a green marketing system which isorganic and unitive.Taking green product development as the center,China’senterprises have also roundly outspread green marketing.However,China’s greenmarketing objectively faces many problems and obstacles:the entire social greenconsuming demand has not yet formed;the enterprises lack green marketing ideas;themode of production and management of the enterprises does not match therequirements of cleaner production;the existing marketing combination strategies donot fit green marketing;the government support measures on green marketing are notenough.Aiming at the above problems,framing green marketing strategic plannings,strengthening the green marketing concepts of enterprises,innovating the combinationof green marketing strategies,and strengthening government's macro-controlfunctions have become inevitable choices for China to promote the enterprises toactualize green marketing innovations.Meeting the requirements of green business,enterprises must comprehensivelyand systematically solve problems exist between the organizational structure andoperation and in the fact of organization relation,which aim at adapting to the needsof green business.Compared with traditional enterprise management,greeninnovation capability shortage of green business of China’s enterprises,the paper putsforward further solutions for enterprises to enhance their innovation capability ofgreen business.omy,it is essential for the government to formulateenvironmental policies to promote green business innovation of enterprises.According to the international experience,environmental policies mainly includeenvironmental regulation policy,environmental and economic policy,environmentalagreement policy and green public policy.China's environmental policy developingand evolution course shows that compared with the requirements of green business,there is still a certain gap in the current environmental regulation policy,environmental and economic policy and green public policy to promote greenbusiness.Key words:green business;green business innovation;cleaner production;green marketing;environmental policy目录0引言……………………………………………………………………10.1研究背景与研究目的…………………………………………………………10.2国内外研究现状与动态………………………………………………………40.2.1国外研究现状与动态………………………………………………………40.2.2国内研究现状与动态………………………………………………………80.3论文的主要内容与研究方法…………………………………………………130.4创新之处和研究不足…………………………………………………………151企业绿色经营概述…………………………………………………161.1企业绿色经营内涵界定………………………………………………………161.2企业绿色经营的内容…………………………………………………………171.2.1绿色生产……………………………………………………………………171.2.2绿色营销……………………………………………………………………181.2.3绿色管理……………………………………………………………………201.3企业绿色经营发展历程………………………………………………………211.3.1国外企业绿色经营的发展历程……………………………………………211.3.2国内企业绿色经营的发展历程……………………………………………232企业绿色经营创新的理论基础……………………………………252.1可持续发展理论………………………………………………………………252.2外部效应理论…………………………………………………………………262.3利益相关者理论………………………………………………………………282.4竞争优势理论…………………………………………………………………303企业绿色经营创新理论分析………………………………………323.1创新……………………………………………………………………………323.1.1创新概述……………………………………………………………………323.1.2企业创新系统………………………………………………………………363.2企业绿色经营创新……………………………………………………………393.2.1企业绿色经营创新的一般内涵及其影响因素……………………………393.2.2企业绿色经营创新的基本原则与战略选择………………………………49新的动力与阻力…………………………………………523.2.4企业绿色经营创新的运行机制……………………………………………624企业绿色经营的生产模式创新—清洁生产………………………684.1清洁生产的内涵………………………………………………………………684.1.1清洁生产的产生与发展……………………………………………………684.1.2清洁生产的内容与目标……………………………………………………704.1.3清洁生产与末端治理的区别………………………………………………724.1.4清洁生产与其它生产模式的比较…………………………………………734.2清洁生产的实施程序…………………………………………………………744.3我国推行清洁生产的实证分析………………………………………………794.3.1我国推进清洁生产的进程…………………………………………………794.3.2我国推进清洁生产所取得的主要成就……………………………………834.3.3当前我国清洁生产存在的主要问题………………………………………844.3.4我国进一步推进清洁生产的对策…………………………………………875企业绿色经营的市场营销创新……………………………………925.1市场营销理论的历史变迁……………………………………………………925.2绿色市场营销定义及其特点…………………………………………………945.3企业绿色营销策略组合………………………………………………………985.3.1绿色营销的一般策略—3P组合…………………………………………985.3.2绿色营销的关系策略—5C组合…………………………………………1075.4我国企业绿色市场营销创新的实证分析…………………………………1095.4.1我国企业实施绿色市场营销的工程及其效果…………………………1095.4.2我国企业实施绿色市场营销存在的主要问题…………………………110
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