The Research Of Green Marketing Strategy And Performance Evaluation Of Chinese High Energy Consuming Enterprises

In recent years,Chinese political,cultural,ideological and other aspects of the construction are accompanied by rapid economic growth,and achieved great success.However,the contradiction between the environment and resources caused by the economic growth is becoming increasingly prominent.The green development of enterprise will become the important content and new development way of enterprise competition.From microcosmic angle,opening green marketing mode is a wise move for enterprise to realize sustainable development.From a macro perspective,to implement the concept of sustainable development,the traditional high energy consumption enterprises in China marketing model needs to be improved,the research on green marketing model and performance evaluation both in theory and practical significance are very necessary.Based on the understanding of the connotation of green marketing,in view of the present situation and problems of nonferrous metal enterprises,combined with the three dimensions of economic,ecological and social benefits,the level of profitability,development capacity,operation level,the level of risk control,energy consumption,pollution control,environmental management and related products,related to public employment,ten one hand,rate of return on net assets,patent number,the average salary of employees in twenty-four aspects to establish the evaluation system.In order to evaluate green marketing objectively,a fuzzy comprehensive evaluation method based on entropy weight is proposed to establish a green marketing performance evaluation model for nonferrous metals enterprises.Select Tongling nonferrous metals,Jiangxi copper and Yunnan copper three enterprises to carry out empirical analysis,and get the evaluation results.Finally,from the economic,social and ecological three aspects of improving green marketing performance of non-ferrous enterprises strategy.