Based On Anp Enterprise Performance Evaluation Of Green Marketing

Human pace of development is unprecedented, earth-shaking changes.Human at the same time to create great wealth, but also destruction of the environment for human survival to not pay attention to the point. The deterioration of the natural environment is a major problem facing the world. Humans began to worry that by the combustion of fossil fuels, greenhouse gases, the use of chemical products and the "greenhouse effect" caused by the ozone hole and the scarcity of water. So companies began to put environmental issues into corporate strategic planning.Green marketing has become the enterprises to grow and develop the courage to take the necessary road should bear social responsibility. Green marketing has become a reasonable choice in the era of low-carbon economy. Green marketing is the business to the environmental protection concept as a business philosophy, to promote sustainable development as the goal, and customer green consumption as the center and starting point to achieve economic unity of consumer needs and environmental protection. Green marketing from traditional marketing development between the two there is no difference in the marketing process, marketing research, and select target markets, develop corporate strategic plans and marketing plans, develop marketing mix strategy. However, if an in-depth analysis of the two will find both the marketing concept, goals and marketing tools, all showing different characteristics.In the long run, green marketing can show a better profit margins in the company’s future. However, green marketing requires companies to develop and implement more stringent operating standards, this is bound to have a great deal of cost pressure. Consumers to the concept of green consumption is not yet fully formed under the conditions of the real market of green consumption is limited, consumers are not necessarily willing to pay higher costs for green products.Under the dual pressures of rising costs and limited market, how to break the deadlock, green marketing strategy to develop a scientific and rational, out of an effective green marketing, which is today’s businesses are struggling to explore the issue.The performance of green marketing has also become a hot topic in marketing circles.Domestic green marketing research in the country more green marketing performance than less, in view of this article, carding a low carbon economy, green marketing, green marketing performance of theoretical knowledge on the basis of indicators is given the green marketing,and with the knowledge of management on green marketing performance evaluation of the weights to determine the combination of ANP characteristics of another author attempted to ANP network analysis model applied to green marketing performance evaluation system. Come to Green Performance Performance Evaluation of a new model.Make some contribution to the theory and practice for the improvement of green marketing performance evaluation. ANP network analysis model applied to the marketing performance evaluation open the first of its kind for the later start a discussion. In the sense of practice, theoretical and operational support for enterprises to implement green marketing performance evaluation.The marketing campaign is a dynamic and complex mix of activities, green marketing, especially the relationship between green marketing performance with its many influencing factors change, the highly nonlinear relationship between the index set to the performance set of complex nonlinear mapping does not exist to determine a function of the weight of each index is also quite complex. ANP is a network analysis method based on ANN (Artifical Neural Network) From the study sample concentrated by learning the guidelines implicitly abstract analysis of the interaction between the system factors. Therefore, we analyze the green marketing performance evaluation provides a new way of thinking.