Analysis On The Conditions Of The Furniture Industry In China To Implement Green Markeitng-based On The Game Theory Perspective

To achieve sustainable development, consumers and businesses become sustainable development penetration of significant breakthrough. At present, the furniture industry practice of green marketing activity is confined to a limited number of green products and meet the demand of companies and the shortage power of company. However, as consciousness awakening, especially green barriers increasingly, objectively led furniture enterprises to carry out green marketing. Because of the imperfect of the market, free riding etc effect, supply chain, and many other obstacles, far from to achieve green. So, how to facilitate the enterprises to implement green marketing has become an important subject need to be addressed.Through Porter’s five powers, analyzes the furniture enterprises and combined with the existing furniture industry market environment, establish the game model.Through the establishment of efficiency model and break an efficiency model state to analysis enterprise implementation of green marketing conditions. How to choose the green marketing strategy has carried on the related elaboration, provide theoretical support for the enterprise; The government, enterprises and consumers when promoting green marketing, to obtain economic benefits and environmental benefits, such as formation of multi-win situation, it is of great realistic significance.Studies show when the implementation of green furniture production and sales of corporate earnings level is higher than the traditional mode, the vendor didn’t have the momentum to achieve green production and marketing; The manufacturer will not consciously implement related policies, precisely reflects the essence of enterprise profit; Consumption cultivation has an important role, only consumers decide to buy, otherwise, enterprises will face the crisis of bankruptcy; The model pointed out consumers are willing to buy green furniture, because the government’s illegal behavior of counterfeit green furniture product without drastic punishment.