The Research On Green Marketing

With the rising standard of living, people become increasingly concerned about food safety issues. The rapid development of green food industry, in the food market growing trend to make full use of laws of economic development and marketing theory, accelerate the accelerate the industrial development of green food in Hunan to promote the pace of green marketing, the "green Hunan", in promote the construction of great importance.The green paper on its basic concepts and characteristics of marketing analysis, and marketing of green food situation in Hunan Province, Hunan green marketing environment and micro-macro analysis. Depth study of consumer psychology and behavior of green consumption. And consumers in the classification of the green and make characterization, based on green consumption behavior of consumers from the impact of subjective and objective factors point of view, analyze and determine the green marketing market segmentation and positioning, propose solutions to the problem of marketing strategy for green. In a comprehensive analysis with examples based on the general conclusions drawn are as follows:1. Hunan green food industry still in its early stage of development of green food marketers need to plan a scientific system, based on long-term development plan to establish a scientific and effective use of modern marketing concepts to choose reasonable best marketing strategy to promote the Hunan province rapid development of green food industry effectively.2. Green marketing is different from traditional marketing, with full of green nature. Enterprises in the marketing process should firmly establish the concept of green marketing, and always adhere to the scientific concept of development, follow the principles of sustainable development, adhere to the economic, social and ecological and economic unity.3. A better job of Hunan green marketing, business and government need to support and coordinate with each other to form a concerted effort to jointly promote the development of green marketing. On one hand, the modern enterprise to establish a solid green marketing ideas, flexibility in the use of various strategies to improve their overall competitive strength;the other hand, governments at all levels should establish and improve macro-control system could attempt to create a good society Green marketing atmosphere and the environment.