The Necessity And The Strategic Analysis Of The Implementation Of Green Marketing In Chinese Enterprises

Sustainable development as a new concept of development requires enterprises to face environmental problems, build up the concept of green marketing as well as formulate green marketing strategies. At present, Chinese enterprises have carried out in full scale green marketing focused on the development of green products and have made certain achievements. However, problems still exist, which restricts the sustainable development of these enterprises. The purpose of the thesis is to explain the necessity of implementing green marketing in today's Chinese enterprises and find out problems and causes as well as solutions to these problems based on the analysis of the present situation of green marketing in China. It will promote the competiveness of Chinese enterprises in global competition and enhance the sustainable development of economy, environment as well as other aspects of society.The thesis is composed of four parts:Part One is devoted to the concepts of the sustainable development strategy and green marketing, and to arrive at the conclusion that green marketing as the primary form of marketing in the 21th century is the only option that modern enterprises have for sustainable development. Part One also discusses the necessity of green marketing in relation to the population, environment, resources, and technological strategies of sustainable development.Part Two is devoted to the achievements made by Chinese enterprises in green marketing as well as pointing out the problems that still exist and their causes. On the one hand, the conflict between the rational consuming pattern and the requirement of green consumption, and the conflict between explicitness of green marketing and the business activities within each enterprise, obstruct the application of green marketing. On the other hand, that enterprises lack innovation and necessary legal support in the face of the competition between green and non-green marketing results in the difficulty of the implementation of green marketing in Chinese enterprises. Part Three is focused on the introduction to the recycling industry in such developed countries as Germany, the United States, and Japan as well as to how green marketing is promoted in those countries. The success they have achieved in recycling and clean production is largely due to their comprehensive legal systems, the responsibility of each enterprise, and the cultivation of the public awareness as well as the involvement of the market. We should acknowledge and learn from their experience.Part Four is devoted to the strategies and policies that can be taken by Chinese enterprises for green marketing. First, government should strengthen macroregulation and formulate strategies of green marketing. Second, government should adjust the industrial structure and promote green industries. Lastly, enterprises should change their business concepts and foster green corporate culture under the guidelines of green marketing; they should improve their green technological innovative power and enhance their green management; furthermore, they should develop the green market and improve the implementation of green marketing. All these will help enterprises achieve their sustainable development.