Study On Green Marketing Of Enterprises In China

Green marketing is the combination of marketing and environmental protection. Basing on traditional marketing, it is added to environmental protection consciousness and it emphasizes that enterprises should take the highly social responsibility and affiliate human living environment into the target of the management. It also should add some "green" factors into the course of marketing to meet the green consumption demands and to maintain environmental benefits.It is necessary for enterprises to actualize green marketing because it is to conform the global tide of sustainable development and to meet the green consumption demand. However, because green marketing in our country starts too late, though the enterprises in China obtain some successes, they still meet many difficulties such as most enterprises can not attach much importance to producing green production, enterprises lack unitary sales promotion strategy and so on. In order to solve such problems, this essay try to analyze the characteristics of consumers in our country basing on a investigation about consumption of green farm produce and get the five factors which weigh highly on green consumption. These five factors are income level, education level, gender, age and purchase motive. After that, this essay analyzes some typical green consumption colonies and makes orientation of green production according to consumer's purchase motives. In the end, from the traditional 4P points, the essay makes a systemic and deeply study on the green marketing strategy: green production strategy, green price strategy, green distribution channel strategy and green sales promotion strategy.