摘要绿色贸易保护主义因为有保护人类健康、生态环境和可持续发展理论的正当性，既满足了少数消费者与环境保护主义的需要，又成为了全球贸易自由化背景下最关键的新兴贸易障碍之一。作为绿色贸易保护主义的重要手段，绿色壁垒得到快速生长。在国际贸易中，各国政府通过制定一系列苛刻的法规或技术标准，对进口商品加以准入禁止、限制或抵制，这对跨国公司的产品营销有很大的制约作用，产生不利于跨国公司营销的影响。本文以沃尔玛超市这一较大跨国公司为例，以比较优势理论、贸易竞争优势理论和新贸易保护主义理论为指导，认真研究了绿色壁垒的基本内容和特点及营销理论，结合沃尔玛超市的自身特点，根据其近年来的销售数据，分析绿色壁垒对沃尔玛超市以及跨国公司营销产生的不良影响和其面临的挑战。最后根据对沃尔玛超市以及跨国公司营销的不良影响和挑战，提出了具有可操作性的应对措施。关键字：国际贸易，绿色壁垒，跨国公司Abstractthe green trade protectionism has the legitimacy of protecting human health, ecological environment and sustainable development theory. It is not only meet the needs of minority consumers and environmental protection, but also become one of the most important emerging trade barriers under the background of Global trade liberalization. As an important means of green trade protectionism, green barriers have been rapidly growing. In international trade, the governments of all countries have to develop a series of strict regulations or technical standards, to prohibit, restrict or resist the import of goods, which has a great impact on the Multi-National Corporation's product marketing, which is not conducive to the Multi-National Corporation marketing. This paper takes WAL-MART supermarket as an example, based on the theory of comparative advantage, competitive advantage theory and new trade protection theory. This thesis studies the basic content and characteristics of green barrier, and its own characteristics. According to the sales data in recent ...
