Research on the Mechanism of Green Marketing - Economic Management Doctoral Library

Author: Wu Yongchun
Publisher:
Publish Date: 2006-06-01
Features: The book "Research on the Mechanism of Green Marketing Promotion" is guided by the basic theories and methods of economics and management, drawing on the latest research findings on green marketing from abroad. It analyzes the obstacles and promotional methods for Chinese enterprises to implement green marketing. First, it summarizes and elaborates on the basic theories of green marketing, laying a foundation for the research in this book. Second, it reviews the micro and meso-macro obstacles faced by enterprises in implementing green marketing, conducts an economic analysis of these obstacles, and then discusses them using game theory. Third, it constructs the mechanism of green marketing promotion, including the mechanism of green consumption promotion, ethical promotion mechanism, and competitive promotion mechanism. Based on this, it forms a green marketing system promotion model and a green marketing motivation mechanism model, providing systematic and comprehensive theoretical and empirical analysis of the promotion mechanisms. Finally, it discusses the role of the government in promoting enterprises to implement green marketing. Therefore, the book is grounded in reality, based on fundamental economic theories, and studies the strategic issues of sustainable development from the perspective of enterprises. The topic is novel and forward-looking, filling the gap in domestic research in this field and holding significant academic and practical value.