Research On The Influencing Factors Of Green Marketing Channel Construction

With the increasing environmental crisis caused by natural environmental pollution,adhering to ecological priority and green development has become a consensus in the global economic integration,and global environmental issues have increasingly drawn consumers'attention,green Marketing has become a necessary way for sustainable development and ecological civilization construction.How to promote the study of green marketing high-speed development has become one of the important directions for the country to adjust its economic structure and change its development mode,the world has set off a wave of green consumption.The development of green marketing channel is the key to the successful implementation of Green Marketing Activities: Green Channel is a media marketing channel with "Green Consciousness",is to enable green products from producers to consumers through a complete marketing process.It is through the operation of these green intermediate channels that the manufacturing enterprises of green products can perfect their marketing process.Now that the public's consumption capacity is getting stronger and stronger,different enterprises have to analyze their own development trends,combined with the actual situation to make innovative development,the application of modern technology,a variety of channels to sell.Let the different aspects of the product docking,explore more sales channels,make good use of related resources,multi-pronged coordinated development.By exploring the influencing factors in the current green research channel environment,comparing the analysis of the channel management environment in the green market at the present stage,and combining the qualitative analysis with the investigation analysis,the author first introduces the macro-background and relevant theories,then the demand factors and marketing effects of green channels are analyzed,and finally the logical thinking of relevant suggestions are given and discussed,then we use SPSS software to analyze the following four factors that influence the Green Channel Marketing Effect: Green Product Price Sensitivity,environmental awareness,green product awareness and green product credibility,this paper summarizes the impact of green marketing channel on Green Product Price Sensitivity,green awareness,green product awareness and green product credibility.Finally in the Green Marketing Channel structure,the Green Marketing Channel member and so on stratification plane proposed the optimization plan.The purpose of this paper is to analyze the current situation and shortage of green marketing channel,and to put forward some optimization suggestions.On the one hand,it can promote the improvement of green marketing channel,on the other hand,it can provide reference for the improvement of other Green Enterprises Marketing Channel.