A Research On Green Marketing Of Caulks Sealants Company

In light of the marketing strategies and green marketing theories, this thesis mainly makes use of Compare analysis method, Fuzzy synthesis appraisal and Analytical Hierarchy Process (AHP). the works as follows:Combining theory and practice, I analyze the character of the caulks & sealants industry in our country; from the opportunities and challenges faced, I probe into the green consumption and green marketing of the caulks & sealants industry, and point out the inevitability and feasibility of carrying the green marketing into the caulks & sealants industry.Comparing the traditional and green marketing, I indicate that green marketing inherits and develops the traditional marketing, and combine the green idea and traditional marketing strategies. This thesis focuses on "Green Reorganization" of some general marketing theories; and exerts them into the caulks & sealants enterprises. Pointing out the 4P marketing strategies in caulks & sealants industry, Especially, I bring up the concept of green converse distribution union.Using Analytical Hierarchy Process and Fuzzy synthesis evaluation, thisthesis does performance assessment in caulks & sealants industry. It composes the index system and constitutes the evaluation model form enterprise subsystem, society subsystem and zoology subsystem. It takes Rohm & Hass company as example, designs its index system and do performance assessment.