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Study on Strategic Management of Green Marketing

Ecological values, sustainable consumption view and enterprisepsilas society-responsibility idea are being gradually formed. Human beings are paying more attention to the problem of the health and the survival quality. Meanwhile, higher requirements of consumption are being put forward. For enterprises, it is not only an opportunity but also a challenge. How to carry out green marketing and how to enforce strategic management of green marketing is essential for the existence of enterprises. This paper systematically researches the new way of developing the strategic management of the green marketing from four aspects: marketing values and green labels; green product and green prices; distribution channel and international green promotion; innovation of production system and green advanced science and technology. The study on the strategy management of green marketing is beneficial to materialize the unity of benefits among the enterprises, the society and the environment.