The Green Marketing Performance Evaluation Study Based On The Sustainable Development

With the development of the modern industry and human society, the human living environment is destroyed continually. The deteriorating living environment has to force people to rethink their lifestyle and behavior. At the same time, in order to reduce the impact of environmental pollution and make people have a sustainable development in a harmonious environment, enterprises need to improve their green model of production and marketing. Thus, there is a new way of marketing: Green Marketing, in the green civilization day.In recent years, the study of green marketing took a series of important results, and a number of papers on corporate green marketing performance evaluation are also accumulated. But there is still no consensus for the norm of Green Marketing Performance Evaluation.This paper bases on the theory of sustainable development. It clarifies the relations between green marketing and the theory of sustainable development basing on the theory of sustainable development and green marketing. Then it reveals that the meaning of corporate green marketing performance is the integrated sustainable development of enterprises, social and ecological environment; and on this basis, it builds up the performance evaluation system of green marketing, that is, green marketing performance evaluation is the integration of enterprise performance, social performance and ecological performance; then use the AHP and fuzzy math method to set up the green marketing performance evaluation model and study it. It also makes an empirical analysis of the model with two enterprises, making a comparative analysis to the green marketing performance evaluation of the two companies.