Study On The Application Of Green Marketing In Iron And Steel Enterprises Of China

Green marketing is the new trend of marketing theory in 21^st century. Compared to the traditional marketing theory, green marketing has positive influences both on society and enterprises. Green marketing may lead to an economic, civilized, scientific social consumption and contribute to a rational arrangement of inter-company resource. It can also help to shaping enterprise cultures and improve public image of the company. What is more, it can help the company to optimize the product structures and purse reasonable economic benefits. Now the researches about green marketing are focusing on the concepts, strategies and macro controls of green marketing, and are mainly aiming at terminal consumables'markets. It is really a new task of applying the green marketing theory to industrial consumables area, especially the iron and steel industry. Under the situations that economic is encountering the globalization and that industries in China are undergoing a rapid development and are in a turnaround, this research has a special importance then.Iron and steel industry is the basic raw and processed materials industry for the country economics, and it is also the biggest consumer of resources and materials and the biggest emitter of pollutants. When enter the 21^st century, the development of our iron and steel industry is facing some new problems, such as strain global resource supply, deterioration of environment, people's stronger sense about environment, government's severer control on environment, and so on. In order to solve the problem of bottleneck in resources, undertake the relative social responsibility, act positively to government's policies and set up green image, our iron and steel enterprises should balance the benefits among costumers and society and enterprises themselves, and analyze the internal and external environments, then develop the green marketing strategies in order to obtain a stable status in a long term.This paper tried to find the connotation of green marketing, employed the sustainable development theory, external economy theory, benefit theory, game theory and system theory to probe into the deeper reasons behind the green marketing. It brought forward the modes and strategies of constructing the green marketing system, introduced the control methods of green marketing from the micro and macro aspects, and formulated the performance appraisal system of green marketing. Then it analyzed the overall influencing factors on developing green marketing for our iron and steel enterprises, summarized the characters of the current applications actualities of green marketing, and gave suggestions about the way of taking the sustainable development and the mode of developing the green marketing for our iron and steel enterprises. At last, it took the Tianjin Pine Company for example to demonstrate how to establish and appraise the green marketing system in the iron and steel enterprises within our country.