On The Function Of Green Marketing In The Sustainable Development Of Small And Medium-sized Enterprises' Trade

The great development of small and medium-sized enterprises (SMEs) is an important sign to the market economy in China. Throughout the each field of social economy, there are many kinds of SMEs, which play the important role in our national economy with the great power and creativity. At the same time, however, the SMEs need to face many problems. With the rise of green wave all over the world, SMEs of China met the green challenge: the green trade barriers and the bloom of the green consuming which somewhat limit the international trade of SME.On the basis of the situation of China SMEs and the global green background, this paper use the relative economic theories to discuss: under the present open economic conditions, how the SMEs employ the Green Marketing to harmonize the relationship among the SMEs , environment and trade in order to gain the sustainable trade development.The thinking route of this paper is: problem introduction (putting forward the necessity of Green Marketing on the basis of the situation of SMEs and the global green environment)----theoretic analysis (including the environment economics and the externality and the game theory of Green Marketing)—practice review (the developing situation of Green Marketing in SMEs, the problems of Green Marketing) —the link of theory and practice (probing into the measures and steps of strengthening the Green Marketing).This paper is divided into four parts:Chapter 1 begins with the China SMEs meeting the global green challenge to discuss the necessity and feasibility of Green Marketing as the effective measure to compete in the global market.Chapter 2 is the theoretical part containing: the summary of the Green Marketing, the analysis of the environment economics and the externality and the game theory of Green Marketing.Chapter 3 analyzes the developing situation of Green Marketing in China SMEs. And draw a conclusion of the problems existing in China SMEs about the Green Marketing.Chapter 4 probes into the measures of strengthening the Green Marketing in China SMEs on the basis of the practice review.