The Research On Green Marketing

In2007, the Chinese Central Government approved Changsha-Zhuzhou-Xiangtan City Group as the integrative testing area for the reform of national resource-saving and environment-friendly social construction, and encouraged the exploration for the formation of resource-saving, environment-friendly new mechanism. Zhou qiang, the Secretary of a provincial Party committee, pointed out that the development of sports nutrition and the establishment of "Sports Nutrition GDP" are always the goal of the "two kind" construction of Changsha-Zhuzhou-Xiangtan City Group, and the "Sports Nutrition Hunan" is the first card of the "two kind" experiment of Changsha-Zhuzhou-Xiangtan City Group. The development of sports nutrition industry is facing new challenges."Sports Nutrition Agriculture" and "Sports Nutrition Food" are the marketing leader in sports nutrition, with the continuous rise of the tide of the sports nutrition consumption of this century in the world, the barrier of sports nutrition is the main hindrance of the international agricultural and food trade, so the development of sports nutrition food industry and implementation of sports nutrition marketing become an inevitable choice for foreign food enterprises. Hunan is a major agricultural province, and its sports nutrition food resources is extremely rich, with huge development potential, but in terms of quantity and quality point of view, Hunan Province sports nutrition food industry and food enterprises are far from other provinces and abroad. Particularly in the field of the sports nutrition marketing, there are still some problem, such as the low scale business organization, weak competitiveness, poor marketing channels and other issues. With the rapid development of sports nutrition food industry, and the persistent enlargement of sports nutrition market, promotion the industrial development of Hunan sports nutrition food, and acceleration of sports nutrition food marketing, with the help of the law of economic development and marketing theory, have the important value for the construction of "Sports Nutrition Hunan".This paper will analyze the basic concepts and features of sports nutrition food and its marketing, analyze the current situation of Hunan sports nutrition food marketing, analyze macro and micro marketing environment of Hunan sports nutrition food, analyze consumptive psychology and behavior of sports nutrition food, and clarify the kinds of consumers of sports nutrition food and their different features. On the basis of above analysis, this paper will analyze the objective and subjective effectual factor to the consumption of sports nutrition food, and determine the segmentation and positioning of the sports nutrition marketing, and will propose the solution for the problem of sports nutrition marketing. Lastly, this paper will give some advices from the viewpoint of government, enterprise and consumer on the basis of the comprehensive analysis of some actual examples.