A Study On Green Business Innovation Of Enterprises

With the intensifying conflict between economic and social development and environmental problems, facing the increasingly rising intensifying of green consumption, green barriers to trade, domestic and international market competition, green business has become the inevitable choice of enterprises to take the social responsibility and realize the sustainable development.Green business of enterprises is business administration activities of enterprises that putting the concept of environmental protection into the whole process of business management to reach the integration of business operations and environmental protection. Green business is not a business strategy or a promotional instrument, but an great change of development strategies and a comprehensive business strategy adjustment. Green business impenetrate the entire process of enterprise production and management activities. Green business of enterprises includes green production, green marketing and green management. The theories of sustainable development, external effects, profit correlators and competitive advantages are academic basises for green business. Based on this, green business innovation of enterprises is that during the production and business activities, paying attention to protection of the ecological environment on Earth, hammering at providing plentiful green products which consumers require, promoting the coordination of economic and ecological development, and then realizing the innovation of production, marketing, management and services with the unification of business interests, consumer interests, social interests and the ecological environment protection. The essence of green business innovation of enterprises is a comprehensive collaborative innovation.The connotation and influencing factors of green business innovation require enterprises to follow the principles of sustainable development, recycling, saving production and entire process controlling when innovating the green business. The strategic programming and objectives of green business innovation require enterprises to build a perfect operational mechanism on the basis of understanding power mechanism, pressure mechanism and operating barriers of green business innovation.The core content of the system of green business innovation of enterprises is the production model innovation, marketing innovation, organization and management innovation and system innovation.The production mode of green enterprises business concretely behaves as cleaner production. Compared with traditional production modes, cleaner production is a fire-new creative production mode. Cleaner production includes the innovations of green product design, green material stocking, green packaging, green technology and equipment and green recycling. Cleaner production in China has experienced three stages: the introduction and spread, the advancing of policy (research) and the gradually standardizing. Cleaner production in China has made some progress, but in the holistic advancement and the auditing work, etc., there are still some problems which require urgent solution.Green Marketing bases on green products and green industry take environmental protection and sustainable development as the center and exploit green market. Green marketing 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 of green marketing strategies. And it constitutes a green marketing system which is organic and unitive. Taking green product development as the center, China's enterprises have also roundly outspread green marketing. However, China's green marketing objectively faces many problems and obstacles: the entire social green consuming demand has not yet formed; the enterprises lack green marketing ideas; the mode of production and management of the enterprises does not match the requirements of cleaner production; the existing marketing combination strategies do not fit green marketing; the government support measures on green marketing are not enough. Aiming at the above problems, framing green marketing strategic plannings, strengthening the green marketing concepts of enterprises, innovating the combination of green marketing strategies, and strengthening government's macro-control functions have become inevitable choices for China to promote the enterprises to actualize green marketing innovations.Meeting the requirements of green business, enterprises must comprehensively and systematically solve problems exist between the organizational structure and operation and in the fact of organization relation, which aim at adapting to the needs of green business. Compared with traditional enterprise management, green micro-management of enterprises differs in management concepts, management objectives, the attitude of green issues and the choice of core interests,etc.,which requires all-sided"greenation"of enterprises. Green culture of enterprises is an important component of green management. The system innovation of green business includes the green tax system, the system of green accounting, the green restriction system of corporation financing. The system foundation of green business of China's enterprises is weak and there are some shortcomings: the property rights system of environmental resources is nominal; the functions of tax system are limited; the system transparency of throwing daylight on environmental information is poor; the supply of macro-control system is short. And accordingly, the innovation of the above systems becomes correct orientation for China to promote green business of enterprises.The analysis and evaluation of the efficiency and capacity of green business innovation is an inherent requirement for green business. With the premise of expounding and evaluating the innovation efficiency, capacity targets and methods of green business, the paper takes the practice of EoCM theory in Zhejiang Province as an example to evaluate the efficiency of green business innovation. Aiming at the innovation capability shortage of green business of China's enterprises, the paper puts forward further solutions for enterprises to enhance their innovation capability of green business. In the market economy, it is essential for the government to formulate environmental policies to promote green business innovation of enterprises. According to the international experience, environmental policies mainly include environmental regulation policy, environmental and economic policy, environmental agreement policy and green public policy. China's environmental policy developing and 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 green business.