| As the low carbon economy is put forward in Copenhagen climate summit of December2009, the world starts to pay attention to the development of the low carbon economy which pursuits the efficient use of energy, clean energy and green GDP. With the extensive promotion of the low carbon economy, the enterprise’s marketing idea is impacted. In order to achieve economic and ecological development goals in the low carbon economy background, the enterprise need to implement and advocate green marketing to realize their own value. Coal is China’s main energy and the coal industry is an important basic industry, which has a close relation with national energy security and economy. Directly facing the energy market, coal companies’thinking concept and work style are strong impacted by the low carbon economy, which makes green marketing become the core of the coal business management.On the basis of the theoretical research and applied research of green marketing at home and abroad, this paper not only points out the relation between the low carbon economy and green marketing and the problems as China’s coal market develops, but also does research on coal market’s development. Based on the current state of coal companies and marketing, this paper also takes low carbon and green marketing as the starting point and summarizes the progression of green marketing.Taking coal company named Pingshuo for example, this thesis not only makes a deeply analysis of its development and marketing idea, but also evaluates green initiatives which are adopted at present. It analyzes and summaries the problems of marketing management system, marketing idea and green technologies. Finally, for coal companies which developes green marketing, this thesis proposes strategical advices on green marketing channels, the prices of green products, promotion of green marketing by government and introduction of green technology. |
