Research Status and Summary of Green Marketing at Home and Abroad

1, Professor Kenpeattie (University of Wales, UK) put forward this theory in Green Marketing;

2. Definition: "Green marketing is a kind of management that can identify, foresee and meet the social needs of consumption, and can bring profits and sustainable management.

Cheng. "

3. Five aspects:

First, establish the concept of green marketing;

Second, design green products;

Third, set the price of green products;

Fourth, the channel strategy of green marketing;

Fifth, do a good job in green marketing promotion activities;

4. Theoretical components:

Brand, pricing, promotion, channels and services;

Note: Green marketing mostly comes from: human's fear of environmental deterioration, the active leadership and promotion of the government; However, there are few practical cases of green marketing, and at present, it is more to borrow P. kotler's previous theory;