The Green Marketing Performance Evaluation Study Based On The Sustainable Development

With the rapid development of society and economy,the living environment of human continued to deteriorate.The deteriorating environment has forced human pay an attention on environmental protection, the sustainable development of society and economy is inevitable, so the green marketing came into being.In recent years, there are a series of important research results about green marketing, and a number of literature about the green marketing performance evaluation.But in the green marketing performance evaluation index system and evaluation methods, and there is no consensus, green marketing performance evaluation increasingly becomes the focus of the study. To make accurate, comprehensive and scientific evaluation of Green marketing performance will help enterprises to achieve sustainable development, and benefit for the sustainable development of society as a whole.This paper based on previous studies, and on the basis of the theory of sustainable development. On the basis of systematic analysis about green marketing and its performance, this paper builds multi-dimensional, qualitative and quantitative green marketing performance evaluation index system; Using AHP and fuzzy evaluation methods to evaluate the green marketing performance; The evaluation system, evaluation method is applied to Xi’an Yinqiao Dairy Group to do empirical analysis, and get the results of the green marketing performance evaluation, verify the feasibility of the evaluation system the evaluation methods.