Today's global environmental impact and green consumption trend of the ascendant, enterprise, if a tradition of marketing methods, will be eliminated. Enterprise to survive and the competition invincible, must adapt to the new situation, to carry out green marketing, satisfy people's pollution-free, pollution-free, prolong life needs.
This paper mainly discusses some green marketing to enterprise development of necessity as well as enterprise in the existing problems in the implementation. Since 1980s, with all consumers of environmental protection consciousness, increasing worldwide open a wave green tide. Enter new 21st century, green marketing people already deep heart. Alleged green marketing is to show enterprise in fully satisfy consumer demand, strive for moderate profits and development level while, pay attention to the natural ecological balance, and reduce environmental pollution, protecting and conserve natural resources, safeguard human society and its long development long-term interests, environmental protection as enterprise development conditions and opportunities of a new marketing concept and activities. Specifically, green marketing is the enterprise through market exchange process to meet people's green consumption demand, promoting the coordinated development of the economy and ecology of market research, product development, pricing, distribution and marketing and after-sale service and so on a series of whole management process. Green marketing is the tenet of the material saving cost, protect the earth's resources, prevent pollution and ecological deteriorating; To ensure that people use products of safety, hygiene, convenient, in order to improve the quality of people's lives and clean the body and mind of people, raise people's health level, Guide people carry on green consumption, cultivate awareness of environmental protection, optimization of living space.
But green marketing started late in our country, although get a certain development, but faces all sociality green consumption demand has not been formed, great majority enterprise green marketing idea still fails to establish, production management way lagging and marketing mix strategy does not adapt and government measures ineffectively, etc. We must adopt corresponding countermeasures, and actively create conditions, and strive to make China the century green marketing has gradually become the mainstream of marketing.
Keywords: green marketing, enterprise development, ecological, problems
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