Analysis Of The Difficulties And Countermeasures Of Green Marketing Of Enterprises In China

Green marketing is that based on the demand of sustainable development and the values of green culture, taking some corresponding measurements, enterprises utilize resource frugally and rationally in the whole processes of preparation, development, manufacture, vendition and after service in order to obtain long-drawn development and co-win among consumers, environment, enterprises and societies.At present, contradictions among economics development, environment and society are getting more serious than ever. It is urgent affair to alternate the economics increasing modes and realize sustainable development. And that expansion green marketing is the most important measure or way to develop recycling economy.From views of philosophy, economy and society, using methods of comparative analysis, induction and summarization, combining theory with practice, this thesis analyzes the connotation of green marketing. According to green marking actuality and problems of enterprises in our country, the thesis researches the impedient factors which restrict the development of green marketing of enterprises in our country, anatomizes its roots, and puts forward resolvents.The obstacles of green marketing of enterprises in our country are from three parts: enterprises themselves, governments, and consumers.The roots are in three aspects. Firstly, enterprises have no intensions of green marketing, lack for money and they have inadequate technological exploitation ability, timeworn equipments, laggard managements and disadvantageous marketing mix strategies that results in higher price of green products. Secondly, corresponding policies and regulations promulgated by governments are imperfect. Laws are slack enforced. Macro control is not excellent enough. Thirdly, with lower income, consumers have insufficient ability to pay for green consumption. Lack of green intellectual results their bad consciousness of green consumption.Countermeasures that this thesis brings forward for enterprises of our country to implement green marketing are as follow:insisting on being led by government and making macro developing strategy, making law and regulation sound; strengthening management; encouraging enterprise to develop technique innovation; establishing appraisal system of green products; popularizing green education throughout the world. And that enterprises should enhance the development strength in green products, innovate production strategy, pricing strategy and promoting strategy in implementing green marketing in order to improve the competitive ability of enterprises and achieve coordination and sustainable development.