Literature review

Since the 1990s, the development and research of green marketing has become an important direction in the research and development of modern marketing theory, and it has become an important trend in the development of green marketing.

265438+the mainstream of marketing in the 20th century. From the research of marketing theory and practice, the research on green marketing at home and abroad at present

The research mainly focuses on the concept of green marketing, the segmentation of green marketing market, the pricing strategy of green products, green promotion and green.

Consumer behavior, green marketing strategy combination and other issues. Since 1970s, the traditional mainstream marketing theories have been unified.

It has been criticized by other theoretical fields including non-mainstream marketing theory. For example, marketing strategies lead to self-criticism.

However, the arbitrary development of the environment; There is too little relationship between the actual needs of consumers and too much production that is harmful to health and the environment.

Products; Through advertising stimulation, product differentiation and artificial shortening of product life cycle, resources are wasted and so on.

In this situation, the marketing circle has also conducted fruitful discussions on environmental protection issues and put forward a series of influences.

There are many marketing concepts, among which green marketing is the most representative.

In marketing theory, the current support for sustainable development is mainly reflected in the development of green marketing theory. Green marketing office

What is emphasized and discussed is how enterprises should adapt to the growing demand of consumers for environmentally friendly products. At the green camp

In marketing, environmental friendliness may be a marketing tool or a marketing idea, while in green marketing,

Our environment is not limited to the ecological environment. Therefore, green marketing means that the existence and continuous expansion of green market is very important to enterprises.

Industry is not only the pressure to adopt environmentally friendly behavior, but also a market opportunity that can be developed and utilized. green marketing

Once the concept was put forward, it was immediately widely welcomed and applied by marketers. Now, more and more enterprises have begun to adopt green.

Green marketing strategies, such as color products, green distribution and green advertising, adapt to and meet the growing green demand and green in the market.

Consumption has played a positive role in environmental protection. However, green marketing is a widely used technology at present.

There are still many controversies about language and connotation, and practice is still limited to those who cater to a limited number of people by providing a limited number of green products.

The demand of green consumers for green enterprises. When the market allows the provision of non-green products, these products can be even more.

When enterprises bring profits, the development of green marketing will inevitably be limited. But on the whole, with the improvement of people's living standards,

As well as the enhancement of consumers' green consciousness, developing green marketing will become an inevitable choice for enterprises.

MiehaelJ Ding PolonskyandP Address liPJ Rose Shan E Fei Erllx ["], re-evaluate green marketing from a strategic perspective,

It is pointed out that enterprises should pay attention to the coordination between their own production and environment, seize the green opportunity and walk ahead of other enterprises by relying on green marketing.

Chialin Chen designed a green product development model based on quality analysis; Devashispujari[3] and others analyzed green.

The influence of colorization and competitiveness on the development of new environmental protection products.

Domestic theoretical and academic circles introduced communication theory and further studied green marketing, which basically began in the 1990s.

Middle and late stage. 1in March, 997, the book Green written by Luo and Peng Leiqing was published by Beijing Economic Science Publishing House.

Color marketing-the research on sustainable development strategy of environment and market is the first in China. 1998 September, reply

Dan University Press published Green Marketing Management edited by Shen Genrong; 1998 1 1, published by Shanxi People's Publishing House.

Green Marketing written by Wang Fanghua and Zhang Xiang; From June 5, 2000 to 10, Hubei People's Publishing House published Wan Houfen, Ma Ruidake,

Research on green marketing of Xia Zuyang and Zhong. These works mainly study:

(1) Relevant theories of green marketing, including sustainable development theory, green marketing concept, green marketing and traditional marketing.

Difference;

(2) Green marketing strategy of enterprises, including supply and demand analysis of green market, formulation and implementation of green corporate image strategy,

Green product development strategy; Master's degree thesis of Southwest University

(3) The green marketing strategy implemented by enterprises includes the combination and packaging of green products, trademark strategy and green production.

Product pricing theory and strategy, selection, establishment and management of distribution channels for green products, and advertising and promotion of green products.

Wait a minute.

Therefore, domestic scholars have grasped the relevant theories and implementation strategies of green marketing from the perspective of traditional marketing. near

In recent years, due to the establishment of the concept of sustainable development, the academic circles have studied green marketing from more aspects and angles. no

The Light of Green Marketing analyzes the meaning of green marketing from a micro perspective, and also points out the ethical significance of green marketing, which is called the packaging of green marketing.

It includes three aspects: ① it is conducive to establishing the ecological values of "harmony between man and nature" and correctly handling the relationship between man and nature; ② Yes.

It is conducive to establishing a Scientific Outlook on Development with sustainable growth and properly handling intergenerational equity in resource utilization; (3) is conducive to the establishment of "to

People-oriented "concept of social skills, correctly handle the relationship between economic benefits and social benefits. Xi Hunag [L5] thinks that green marketing can

The micro-expansion of sustainable development belongs to quasi-public goods and has positive externalities. But this positive externality also gives green development.

Marketing enterprises have brought negative effects, which are prone to the situation that "the cost is borne by itself and everyone enjoys the benefits", that is, the market is lost.

Spirit. Wei Ming and Yu [16] believe that the development of green marketing can achieve a win-win situation for people, economy and society, but due to the different understandings of all parties,

The difference is that there are some obstacles in developing green marketing, so we use game theory to discuss the dilemma and outlet of green marketing.

Wang Chengchang and Lv Yonghong [[L7J] believe that green marketing depends not only on the strength of enterprises and consumers, but also on government regulations.

System.