The Research Of Green Marketing Model And Performance Evaluation Of Chinese Iron And Steel Enterprise

Sustainable development strategy and low carbon ecological economyput forward higher request on high energy consumption, high pollution of iron and steelenterprise’s marketing model. With the improvement of environmental legislation,environmental laws and regulations, iron and steel enterprises must achieve higherenvironmental standard. It will cost bigger if enterprise cause environmental pollution.Whether enterprise can achieve these environmental standard requirements and how tocoordinate the relationship between the economic growth of resources and environmenthas become a major problem to the iron and steel enterprise’s survival and development.Facing the low profit operation situation and the competition, the iron and steel enterprisemust carry out green marketing to adapt the new situation. Through the green marketingperformance evaluation we can timely find the problem and solves the problem, in orderto achieve economic, environmental and social harmonious development.According to the characteristics of the iron and steel enterprise, this paper use tworesearch methods, one is the combination of theoretical analysis and empirical analysis,and another is the combination of qualitative analysis and quantitative analysis. First it hasanalyzed the present situation, problems and the reason for difficulties in green marketing.Secondly, combining with the existing ecological environment protection and the actualevaluation of iron and steel enterprise, based on a large number of reference literaturesummary and expert questionnaire investigation, it construct green marketing performanceevaluation index system and model in this article from the economic, environmental andsocial construction three aspects. It verifies the practicability of the model through thestudy of baosteel, angang and wisco. Finally, it is pointed out that the improving strategyof the green marketing performance in iron and steel enterprises.