Green Marketing in China
Current Situation and Movement of Green Marketing in China – Analyze its Resources and Performance
Li Hai-e School of Management, South-Central University for Nationalities; WuHan 430074, China Abstract: Green marketing is very important in 21 century. From the main strength of implementation, to analyze why our green marketing is backward, thinking the government should be the leading strength. On the base, the paper brings forward the principal measures government should strengthen and how to improve the government commitment. Key words: Green Marketing; key strength; government commitment.
Instruction
Generally speaking, there aren’t many researches on green marketing. And the researches mainly include: (1) what is green marketing, (2) Comparative analysis between domestic and abroad, (3) Green marketing existence problem analysis; (4) green marketing development countermeasure and so on. But these researches are abstract, short of instruction to practice. The author selects the key strength to analyze green marketing present situation, and propose the development countermeasure. It clears the way of thinking for our country to develop green marketing, which is very important.
1 The key strength of carrying out green marketing
1.1 The implication of green marketing The scholars have the different definition to the green marketing. But about its essence, green marketing is a social responsible marketing activity. Compared with the traditional marketing, it has the following two characteristics: (1) Green marketing is the higher phase of marketing and the inevitable development tendency. It takes the sustainable development as the core, emphasizes the environmental protection, pursues economic efficiency, the social efficiency and the ecology benefit;(2) It will take a long time to carry out green marketing, so we cannot define the enterprise as the only strength. The environmental protection has decided that its application needs multi-strengths,
Li Hai-e School of Management, South-Central University for Nationalities; WuHan 430074, China Abstract: Green marketing is very important in 21 century. From the main strength of implementation, to analyze why our green marketing is backward, thinking the government should be the leading strength. On the base, the paper brings forward the principal measures government should strengthen and how to improve the government commitment. Key words: Green Marketing; key strength; government commitment.
Instruction
Generally speaking, there aren’t many researches on green marketing. And the researches mainly include: (1) what is green marketing, (2) Comparative analysis between domestic and abroad, (3) Green marketing existence problem analysis; (4) green marketing development countermeasure and so on. But these researches are abstract, short of instruction to practice. The author selects the key strength to analyze green marketing present situation, and propose the development countermeasure. It clears the way of thinking for our country to develop green marketing, which is very important.
1 The key strength of carrying out green marketing
1.1 The implication of green marketing The scholars have the different definition to the green marketing. But about its essence, green marketing is a social responsible marketing activity. Compared with the traditional marketing, it has the following two characteristics: (1) Green marketing is the higher phase of marketing and the inevitable development tendency. It takes the sustainable development as the core, emphasizes the environmental protection, pursues economic efficiency, the social efficiency and the ecology benefit;(2) It will take a long time to carry out green marketing, so we cannot define the enterprise as the only strength. The environmental protection has decided that its application needs multi-strengths,
References: [1] Philp.Kotler. Marketing Management, ShangHai People Press, 2003:5~8 [2] Victor.Middleton. Marketing in Travel &Tourism, Chinese Tourism Press, 2001: 299~359 [3] Deng Desheng, Zhan Geliang,Yang Lihua. Analysis about the Chinese and Foreign Green Marketing Disparity and Origin [J]. Finance and Economics Theory and Practice,2004,(5) 108—111 [4] Wang Minglin, Liu Wang. A Study on the Protection of Heritage Resources and Governmental Behavior in the Course of Tourism Development[J]. Tourism Journal, 2005,(5) 21—24 1152 ：