构建低碳竞争平台，实现可持续的低碳营销

摘要

低碳经济时代，企业主动实施低碳营销是企业可以保持长久竞争优势的一个重要筹码。作为一个新生事物，企业界在近两年的实践中暴露出种种误区，威胁着低碳营销的可持续发展。其一：产品没有低碳的效用。其二：低碳营销传播活动与产品（品牌）核心价值偏离。其三：支离破碎的低碳营销不成系统。为了实现低碳营销的可持续发展，企业应当做好产品开发、营销沟通和战略竞争三个关键平台的建设。%In the low-carbon economic time, applying the low carbon marketing is the key point for the enterprises to keep their lasting competency. As a new thing, the enterprises are showing a variety of errors in the nearly two years practice. These errors are menacing the sustainable de velopmerxt of low carbon marketing. The first, the products have no low carbon effect. The second, low carbon marketing activities are deviating from the core values of products. The third, the chaotic low carbon marketing doesn＇t become system. To fulfill the sustainable development of low carbon marketing, the enterprises should construct the key platforms of Product Development, Marketing Communication and Strategic Competition.