ISO14000 And Enterprise Green Marketing Strategic Research

According to the theory of marketing sale and the needs of the green market, this paper analyzed the features and developing direction embodied by some enterprise which were bringing ISO14000 into effect. It also investigated the situations of some domestic and international enterprises which were implementing the ISO14000. Three main factors such as the environment protecting consciousness, purchasing power and the price of green product had been pointed out as the bottle-neck of these enterprises which were implementing the ISO14000. Based on the theory of the enterprise strategic management, the paper analyzed the exterior circumstance and interior condition and put forward that the enterprises which will implement the ISO14000 must carry through the strategic management innovation, establish and apply the new policy of the green marketing sale so as to attain two points as follows.The first, it can meet the developing needs of the producing of the authentication enterprise and can plenty exert green competition advantages of the authentication enterprise in order that the enterprise can grasp the green marketing chances and cope with the challenges of the trade barrier so as to realize the total enterprise strategic goals of persistence development.Secondly, it can solve the problem of the bottle-neck which restricted the enterprise to implement the ISO14000 and make the authentication enterprise acquire the good benefit from environment and society as well as improve the benefit from economics so as to improve the enthusiasm and hasten the speed of the enterprises which were bringing the ISO14000 into effect.