隐性营销与ISO14001标准
Recessive marketing and ISO14001 standard
　　通过对ISO14001标准推行过程中的困难和企业自愿采用ISO14001标准的驱动力因素分析，ISO14001标准的推行关键在于抓住推行过程中的最大难题，采用正确的推广模式，营造有效的推动企业自愿采用ISO14001标准的驱动力氛围。
Based on the ISO14001 standard to carry out the difficulty in the process and companies to voluntarily adopt ISO14001 standard driving force factor analysis, ISO14001 standard carry out the key is to seize the most difficult problem in the implementation process, using the correct extension mode, build effective enterprise voluntary using the standard ISO14001 driving force atmosphere.
　　技术的社会形成论为研究ISO14001标准的推行提供了一个全新的视角。
Social shaping of technology for the study of the ISO14001 standards introduced to provide a new perspective.
从技术社会形成论视角来看, ISO14001标准的推行是一个相关社会群体——ISO14001标准推行的多元主体共同参与的社会过程。企业不是ISO14001标准推行的唯一主体。
From a technical perspective social formation theory, ISO14001 standard carry out is a relevant social groups -- ISO14001 standard implementation of the participation of social process. The enterprise is not only the main implementation of ISO14001 standard.
除企业外, ISO14001标准的推行事实上还包括其他相关社会群体:政府、咨询咨询公司、公众。在这个主体系统中，企业是采用ISO14001标准的主体，政府、咨询咨询公司、公众为起主要促进作用的主体。
In addition to enterprises, ISO14001 standards introduced in fact also includes other relevant social groups: government, consulting company, the public. In the subject system, enterprise is the use of ISO14001 standards bodies, government, consulting company, mainly to promote the role of public body.
　　针对目前没有有效的促使企业自愿采用ISO14001标准的驱动力氛围，政府应该在营造合理有效的外部驱动力体系的过程中发挥主导作用；
At present, no effective prompting companies to voluntarily adopt ISO14001 standard drive atmosphere, the government should create a reasonable and effective external driving force in the process of system play a leading role;
咨询公司、咨询目标企业应该在营造有效的促使企业自愿采用ISO14001标准的内部驱动力体系中发挥主导作用。
Consulting company, consulting target should be in the business to create effective enterprise voluntary adoption of ISO14001 standard internal driving force system plays a leading role in.
由此政府和咨询公司应该改变生硬的ISO14001标准的显性营销模式，向与ISO14001标准的知识产品特性相适应的隐性营销模式转变，从而相对缓解ISO14001标准推行过程中的外部经济性与内部经济性之间的矛盾。
The government and consulting companies should change the raw ISO14001 standard dominant marketing mode, direction and ISO14001 standard of intellectual product characteristics are adapted to implicit marketing model, thereby the relative ease of ISO14001 standard in the process of external economy and internal economy of the contradiction between the.
隐性营销是指以服务营销理论为基础，以知识传播、树立企业形象、公关宣传、建立诚信等为间接的有效手段，达到提升企业竞争力为目的的新型营销方式。
Recessive marketing refers to the service marketing theory as the basis, to the dissemination of knowledge, establish a corporate image, publicity and public relations, the establishment of good faith as the indirect means to enhance the competitiveness of enterprises, for the purpose of the new marketing mode.
　　通过让隐性营销成为ISO14001标准推广的基础，在全面分析企业自愿采用ISO14001标准的驱动力和推广过程中的困难的基础上，利用隐性营销体系的各种工具，构建有效的推广体系，从而营造能够有效驱动企业自愿采用ISO14001标准的驱动氛围，创造和引领企业自愿采用ISO14001标准的需求，进而塑造ISO14001这一知识型产品的品牌。
By making implicit marketing become the ISO14001 standard promotion foundation, in a comprehensive analysis of the voluntary adoption of enterprise ISO14001 standard and the driving force to promote the process of the difficulties on the basis of implicit marketing system, using a variety of tools, building an effective promotion system, thereby creating a can effectively drive companies to voluntarily adopt ISO14001 standard drive atmosphere, creating and leading enterprises voluntary using the standard ISO14001 demand, thus shaping ISO14001 this knowledge product brand.
只有这样才能改变目前ISO14001标准推行过程的庸俗化，相对缓解ISO14001标准推行过程中的外部经济性与内部经济性之间的矛盾，有效的推动ISO14001标准在我国的推行，提高企业的环境绩效，最终达到提高整个社会环境绩效的目的。
Only in this way can we change the current ISO14001 standard implementation process of vulgar, the relative ease of ISO14001 standard in the process of external economy and internal economy the contradiction between, effectively promote the ISO14001 standard practice in China, to improve the environmental performance of enterprises, to improve the performance of the whole social environment.