A Study Of The Dynamic Mechanisms For Green Marketing Of Enterprises Of Our Country

Currently, the contradiction has become increasingly extruded among China’s economic development,society and environment. Changing the mode of economic growth and implement the strategy ofsustainable development has become a task of top priority. And as the micro-economic body of the marketeconomy, the important support to sustainable development of the enterprise is green marketing. Greenmarketing is a new marketing concept and a new marketing mode, it pursues the harmonious andsustainable development between enterprise and the whole ecology based on the basis of respect forenterprise’s interests. Green marketing has become the mainstream of the21st century!However, the understanding of the meanings of green marketing in current academic is narrow and itmainly focuses on the environment protection, less concerning on the social ecology, and there is fewresearch from the perspective of dynamical mechanism of how to drive enterprise to promote greenmarketing. Moreover, there are rare researches on dynamical mechanism suitable in our country. So thisthesis is based on a lot of relative literatures from international and national, using many knowledge andanalysis methods, deeply analyzes the connotation、the dilemma、the roots of the green marketing, and thedynamical mechanism of green marketing suitable for own nation.On the basis of literature review and theoretic analysis, this thesis integrates the concept of socialecology and environmental ecology into green marketing, indicating that the connotation of greenmarketing at least including three meanings: friendly with social ecology、friendly with environmentalecology and sustainable development with the whole ecology. Green marketing takes on new connotationand meanings, and it is made more timely and realistic.This thesis completely analyses the root of the dilemma by the analysis of current situation anddifficulties of green marketing, applying Externality Theory、Game Theory and some other theories,pointing out that green marketing is the result of contradiction of it’s positive externality and enterprise’seconomy, the conflict between economic man and social man of consumers and the game among all partiesfor their own interests.This thesis emphasizes on analyzing the dynamic mechanism of green marketing, it constructs a dynamic mechanism model of green marketing suitable for our country. It analyze the driving factors ofgreen marketing from four aspects of enterprise、government、consumers、and environmental NGO. Afterthat, it points out the current situation of green marketing in China is: the green consumption consciousnessof consumers is faint, lack of the drive of enterprise for green marketing, and the government’s supervisionlack of power and NGO need time to rise. And according to the reality of our country, this paper proposesthe development mode of green marketing, which is “government dominant, enterprise goes ahead”, andpoints out that enterprise is the core force, government is the strong support, consumer is the effectiveguarantee and NGO is the enormous challenge of the success for enterprise to implement the greenmarketing. At the end of this thesis, some countermeasures and suggestions are put forward.