| Abstract |
The Chinese government to determine the resource conservation as a basic national policy, determine the development of recycling economy, protect zoology environment, accelerate the construction of resource-saving and environment-friendly society, promoting economic development and population, resources and environment harmonious basic principle, study of circular economy and green marketing, green consumption concept and practical significance. This paper first discusses the Chinese enterprises need to implement green marketing: such as the social sustainable development strategy needs, consumers' green consumption, environmental regulations, mandatory, global environmental protection tide impact, as well as the drive of economic benefits and reasonable; and then, from the enterprise itself, consumer awareness, the actions of the government are analyzed from the aspects of Chinese green marketing problems and difficulties; finally, the study of Chinese enterprises to implement green marketing strategy: first is to establish the concept of green marketing; second is the establishment of green enterprise development strategy of macroscopically monitoring system; third is the development and implementation of enterprise's green marketing mix strategy. |