| China has achieved incredible economic development after reform and opening up ofChina market, but it has lots of problems such as environmental pollution, excessiveconsumption of energy and lack of resources due to its side-effects. Therefore Chinesegovernment is changing the paradigm of its economic policy into sustainable development.Thus, under the condition Korean enterprises should struggle for prior occupation of marketsusing green marketing. Green marketing bases on green products and green industry takeenvironmental protection and sustainable development as the center and exploit green market.Green marketing of Korea enterprises in China objectively faces many problems andobstacles. Aiming at the problems, framing green marketing strategic planning, strengtheningthe green marketing concepts of enterprises, innovating the combination of green marketingstrategies, and strengthening government’s macro-control functions have become inevitablechoices for China to promote the enterprises to actualize green marketing innovations.This thesis is composed of five parts. Chapter1introduces background, principles andframework models of the thesis. Chapter2presents a theoretical analysis of Green Marketingand describes past studies of China green marketing. Chapter3describes green marketingcases and suggests methods about Samsung Electronics, LG Chemical, Hyundai Motors ofelectronics industry, Petrochemical industry, Automobile industry, three industries that Chinagovernment designated as high pollution industry. Chapter4suggests Korean enterprises inChina for effective green marketing strategies through the SWOT analysis. Chapter5describes is the further thought of carrying out of the green marketing theory in the powerequipment industry.The purpose of this study to suggest counter strategies to Korea enterprises which runbusiness in China, against sustainable develop requirements by studying and analyzing therepresentative enterprises green marketing cases. |
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