Study Of Green Marketing Interest-driven Mechanism Implemented By Enterprises

With people's deeper understanding of ecological environment and low-carbon economy, how to drive enterprises to implement green marketing issue has become an important direction of academic research. As the main micro-economic operations, the sustainable development of enterprise is an important support of the green marketing. Enterprises aim to maximize the economic interests, while the economic interests and ecological interests have seemingly irreconcilable contradictions. At present, most domestic scholars summed up the related theories of green marketing and implementation strategies, while how to drive enterprises to develop green marketing from the perspective of interest mechanism is less explored, especially in the aspect of dividing market mechanism into the price mechanism, supply-demand relations, market competition. The interest-driven mechanism of domestic enterprises to implement green marketing is relatively scarce, and there is not formed systematic theoretical structure.For the majority of the enterprises, "green marketing" just stay in meeting consumer needs and producing green products, while it does not exist in the course of corporate marketing. Enterprises'green marketing is not systematically planned, some enterprises only implemented in a short time without making a long-term business strategy. The government is not able to transfer enterprises to implement green marketing creativity, what's more, the laws, regulations and monitoring are ineffectively implemented; the enterprises lack a reasonable interest-driven mechanism, which can turn the attractiveness of "green marketing" into driving force from the corporate strategy level.The basic idea of this study is based on a large number of domestic and foreign literatures. From the perspective of internal economic benefit of enterprise, this paper analyzed the reasons impacting enterprises'implementing green marketing strategies. Four variables drew out from multiple interest-driven factors are stressed:governmental behavior, the price mechanism, supply and demand, market competition. Based on the theories and practice analysis, this paper makes assumptions about the relationship between driving variable and green marketing behavior of enterprises'. And then the scales used for measuring these variables are made through repeated refining and pre-test, and the interest-driven mechanism model for enterprises to implement green marketing is built. According to the scales, the investigation questionnaire is made to carry out empirical research on the government and the business strategic decision-making departments, and the data is got from the surveys, and SPSSV16.0 software are used for data analysis. This paper demonstrates the relationship between enterprises'implementing green marketing behavior and related factors. And the specific strategies for the driving mechanism of enterprises to implement green marketing is proposed:the government should improve the fiscal and taxation policies and stimulate the initiatives for enterprises to implement green marketing; rational use of resources to determine prices to construct a reasonable price system; Guiding green consumption and strengthening green need actively; Constructing the competitive advantage of green marketing. These four points are combined to drive enterprises to implement green marketing and construct an enterprises'multi-interest-driven system. The conclusion of this paper can be used as a reference basis for future related studies.