The Study On The Theory Of Green Marketing

Enterprise as a social system, is an important component of the survival and development and is closely related to the natural ecological environment, protecting the environment, promote economic and ecological development of the collaborative is to achieve sustainable development and corporate social responsibility. Therefore, as the mainstream of marketing in the new century, green marketing is the theory of sustainable development to expand and an important part of the micro-enterprises for sustainable development.First, the development background of green marketing theory is elaborated. any subject of exploration and study are based on the philosophy, business philosophy and corporate marketing activities is the fundamental guiding ideology, in particular, marketing have been inspired from the consumer and enterprise solutions to the problem and many methods of the social sciences, it is rooted in commodity economy, with the change in the balance of market forces and the development of commodity economy, marketing ideas everywhere in this community, embodied in social activities, marketing philosophy and continue to be strengthened and improved green marketing business marketing activities and social corporate responsibility into the responsibility to one of the advanced stage of rationality, based on this and the motive of green marketing elaborated, as well as the concept, pattern, and the significance of green marketing.Then, the facilitate mechanism of green marketing is constructed, inludes the consumption facilitate mechanism, the inner-enterprise facilitate mechanism; Then the green consumer behavior is analyzed, the green expense dissemination's significance and channes are expounded, the formation and the significance of green expense pattern, proposed the green expense is the predominant factor of facilitating the enterprise green marketing. Basied on which, the advancement pattern and the driving mechanism model of this system are builded , a systematic and comprehensive theory proof and a empirical analysis are carry on the facilitate mechanism .Finally, barrier factors to implement the green marketing for enterprises are reviewed , economic analysis arecarried on these fators, indicated the induction of green marketing is the result of gambled among enterprises, consumers and the government, the further development of green marketing is a rational choosing and unceasingly gambling process amomg enterprises, consumers and the government; Gambling models between consumers and enterprises, enterprise and consumers, and enterprises and the government are constructed. Using the game theory, analysis carried on them, the conclusion ,further discussion and the policy significance of these models are also proposed.