A Economical Research On Green Marketing Of Enterprise

Sustainable development is the new viewpoint which requires sustainable development of not only the country, area and industry 产业 but also the micro economy basis-enterprise. An important aspect of enterprise sustainable development is to realize green marketing. This paper makes integrative use of marketing theories, sustainable, development theories, welfare economics and game theory to research the mechanism, the action of all members in the marketing and green consumption systematically, and develops some new opinions and advices.From micro economy, it defines the basic concepts of green marketing, analysis its basic connotation and external economy, and probes into the deference of the green marketing and traditional marketing.From the enterprises' perspective, this paper interprets the basic principle of green marketing. It documents ils strengths, weakness, opportunities and threats and gives the advises about the green marketing plan. It analysis the game between Enterprise-Enterprise and Enterprise-Consumer, finds the problem in realizing green marketing and gives the advices to enterprise how to get the max profit. It also probes into the green consumer behavior and its construction, and builds the green requirement function, analysis the factors affecting the consumer behavior. At last, it simply analysis the price strategy of the green products.From the governments' perspective, this paper compares some methods used to control pollution, promote green marketing and improve the social welfare. It builds the require-supply model of green products and divides green products market into three conditions. It also probes into the government's function in all conditions, and finds the difficulties in realizing the green marketing that will contribute to the development of sound policy toward green markets.In a word, this paper studies in-depth the green marketing quantitatively and qualitatively. It analysis some enterprise-centered problem such as theinside and outside environment in enterprise green marketing and so on. It defines the effect and influence of customers and government to enterprise. It gives the directory advises for enterprise carrying out and completing the green marketing.