China Green Marketing Under the Low Carbon Economy

Abstract

Green marketing is the important marketing trend under the background of low carbon economy. The external environment of enterprises will become more conducive to the implementation of green marketing. The introduction of low carbon index into the green marketing management can let the green marketing in the enterprises more operable, and also will make the certain differences in the theoretical circles on the green marketing theory further reduced, which will contribute to the further development of the theory of green marketing. This paper will analysis the green marketing problems of the domestic enterprises on the basis of the status quo, and put forward the Countermeasures of green marketing in enterprises, including: business concept innovation, technology innovation, green marketing strategy innovation.

Key words: Low carbon economy; Green marketing; Marketing innovation