Professor Ken Beatty of the University of Wales in the United Kingdom pointed out in his book "Green Marketing-Business Trend of Turning Crisis into Business Opportunity": "Green Marketing is a management process that can identify, foresee and meet the social needs of consumption, and can bring profits and sustainable management." The concept of green marketing holds that enterprises should comply with the requirements of the sustainable development strategy of the times, pay attention to protecting the earth's ecological environment, promote the coordinated development of economy and ecological environment, and realize the coordination and unity of enterprise interests, consumer interests, social interests and ecological environment interests. From these definitions, we can see that green marketing is a social green demand management aimed at meeting the common interests of consumers and operators, and a green marketing model aimed at protecting the ecological environment.

The so-called green marketing refers to conceiving, designing, selling and manufacturing products and services by unifying the interests of enterprises, consumers and environmental protection in the process of production and operation.

Green marketing refers to the marketing idea, marketing method and marketing strategy that enterprises take environmental protection as the guiding ideology, green culture as the values and green consumption of consumers as the center and starting point. It requires enterprises to implement the principle of combining their own interests, consumer interests and environmental interests in their operations.

The so-called "green marketing" refers to the process that society and enterprises discover, create and choose market opportunities on the basis of fully realizing consumers' growing awareness of environmental protection and the resulting demand for clean and pollution-free products, and meet the needs of consumers and social ecological environment development through a series of rational marketing means to achieve sustainable development. The core of green marketing is to choose and determine the marketing mix strategy according to the principles of environmental protection and ecology. It is a management model based on green technology, green market and green economy, and it is a response to human ecological concerns. Green marketing is not a means to induce customers' consumption, nor is it a "beauty method" for enterprises to shape public image. This is a process leading to sustainable development and sustainable management. Its ultimate goal is to obtain business opportunities in the process of solving the environmental crisis, to achieve corporate profits and consumer satisfaction, and to achieve harmonious coexistence and common prosperity between man and nature.

Demand analysis

At present, the demand for green products in western developed countries is very extensive, while the developing countries can't really realize all the green consumption demand due to the reasons of capital, consumption orientation and consumption quality. Take China as an example. At present, only some food, household appliances and communication products can be partially greened. However, developed countries have implemented and realized the green consumption of all products through various channels and means including legislation. This has cultivated a very broad market demand base and laid a solid foundation for the development of green marketing activities. Take green food as an example. The demand for green food in Britain and Germany is completely self-sufficient. Britain imports 80% of the total food consumption every year, and Germany imports 98%. This shows that the market potential of green products is very huge and the market demand is very extensive. Green marketing is just a new marketing concept that adapts to the consumption demand of 2 1 century, that is to say, green marketing cannot be divorced from the original marketing theory. Therefore, the formulation of green marketing model, the choice of scheme and the integration of related resources can not be separated from the original marketing theory. It can be said that green marketing is a new marketing method developed under the ideology of people's pursuit of health, safety and environmental protection.

Color development method

The development process of green marketing in developed countries has basically formed a consumption chain with green demand, green R&D, green production, green price, green market development and green consumption as the main line.