Research On Green Marketing Driving Force Of Golden Hans

Faced with the increasingly serious environmental problems, the coordinated development of enterprise and ecological environment has become the main theme of social development. In the background of building a resource-efficient society and emphasizing on sustainable development, green marketing as a new marketing approach is widespread. In recent years, catering enterprises have developed rapidly, growing with the high speed of two digits 10 consecutive years. The way of restaurant spending becomes diversified and modern, the connotation of catering are becoming more and more humanized and ecological. Behind the rapid development of catering industry, more and more problems emerge. Food safety hazards is more and more worrying, seriously food waste restricts the development of catering enterprises. With the improvement of people’s living standard, people’s demand of green food is gradually prominent, consciousness of green consumption is gradually enhanced, and the demand for original ecological green food exceeds the supply. In the new market conditions, catering enterprises implement green marketing is the inevitable tend and behavior, but in fact, the green marketing that most catering enterprises called only stays on the surface. The catering enterprises don’t practice the theory of green marketing into the whole marketing process. The existent problem is worth to ponder and research.In this paper, through taking Golden Hans as the object of study and analyzing the situation of green marketing about this enterprise, it was found that the main problem of green marketing about this catering enterprise is the lack of driving force. Find by hard and thorough search, according to analyze internal driving force and external marketing driving force, government driving force, public driving force, we can establish the model of green marketing driving force about this catering enterprise. After establish the model, we designed questionnaire according to green marketing behavior variables and each driving force variable about the enterprise, and analyzed the collected data using mathematical software, obtained the relationship between each driving force variables, the means and degree about how each driving force variables influence the enterprise green marketing. The research think, among the driving forces affecting the enterprise green marketing behavior, government driving force, internal driving force, public driving force have direct influence, market demand driving force and market competition driving force which contain in market driving force have indirect influence. This study has important significance for the future development of Golden Hans, and provides some inspiration to other catering enterprises.