Green marketing refers to the activities that enterprises fully embody environmental awareness and social awareness in marketing under the requirements of the concept of sustainable development of human society, and take corresponding measures in the whole process of product development, research, production, sales and after-sales service from the perspectives of taking social responsibility, protecting the environment and making full use of resources, so as to guide and satisfy consumers' green consumption, promote enterprise's sustainable production and realize enterprise's marketing objectives. The inevitable choice for the long-term development of enterprises, green fashion and environmental protection requirements have become the trend of world economic development, and enterprise management must meet the challenges of the green era. Enterprises are not only the main body of implementing green marketing, but also the direct beneficiaries of green marketing. Facing the global market competition, the implementation of green marketing plays a very important role in comprehensively enhancing the comprehensive strength of enterprises and enhancing the market competitiveness of products. 1. Implementing green marketing is the requirement for enterprises to adapt to the sustainable development of social economy. The strategy of social sustainable development requires all kinds of enterprises to link their marketing activities with the development of natural environment and social environment, so that the marketing activities of enterprises are conducive to the virtuous cycle of environmental development. The implementation of green marketing strategy by enterprises is the requirement of sustainable development of social economy. Carrying out green marketing is beneficial to straighten out the relationship between economic benefits and social benefits of enterprise marketing activities, give full play to the role of enterprises as a new force to protect the ecological environment, and make due contributions to the successful promotion of the national sustainable development strategy. 2, the implementation of green marketing is conducive to enterprise products to win the market competitive advantage. With the enhancement of people's awareness of environmental protection and the gradual establishment of China's green labeling system, advocating natural, environmentally friendly and healthy green products has become a consumer fashion. Green products are favored by consumers because of their high technical content and environmental protection value, which is beneficial to consumers' physical and mental health and thus brings good economic benefits to enterprises. 3. Conducive to the rational utilization of enterprise resources. Green marketing activities are always closely linked with saving resources and energy and attaching importance to environmental protection, emphasizing the unity of enterprise benefits, social benefits and ecological benefits. This process is beneficial for enterprises to completely update their technical foundation, improve product design, improve production technology and raise their technical level. It is also beneficial for enterprises to optimize distribution and promotion activities, expand market sales of products, establish and improve customers' trust and loyalty to their products, thus helping enterprises to tap their internal potential and improve economic benefits. 4. Developing green marketing is beneficial for enterprises to implement globalization strategy. After China's entry into WTO, entering and occupying the international market has become a problem that every enterprise must consider. Emerging trade protectionists regard "green barrier" as the best choice to implement trade protection, thus constructing a new type of non-tariff barrier. Products entering the domestic market put forward higher environmental protection requirements. 5, conducive to the "beautification" of corporate image. Corporate image is the external embodiment of corporate culture connotation in the market. An enterprise has the best reputation and the strongest competitiveness only if it is within the United States and outside the United States. Green image is an important part of modern corporate image, and green marketing is the basis for enterprises to shape green image. Enterprises adopt green technology, develop green products, reduce the discharge of "three wastes", integrate the concept of environmental protection into production and business activities, and pay attention to environmental protection from the aspects of production process selection, product design, raw material adoption, production procedure formulation, packaging mode establishment and waste disposal. And through the implementation of green marketing strategy to show their green corporate image to the public, so as to win higher customer satisfaction and loyalty, and establish their own unique competitive advantage. 6, conducive to shaping a good corporate culture. Through green marketing, we can enhance the awareness of enterprises and employees to protect the ecological environment, create a clean, safe and healthy working environment for enterprises, and create good conditions for giving full play to the initiative, enthusiasm and creativity of employees, strengthening the construction of green culture in enterprises and optimizing corporate behavior. Countermeasures for enterprises to implement green marketing 1, and establish the concept of green marketing for enterprises. Green marketing concept is the guiding ideology of green marketing. Enterprises are required to establish the concept of green marketing, integrate environmental awareness into business decisions, and better maintain market competitiveness. In marketing, enterprises should not only consider the interests of enterprises and consumers, but also consider the interests of the public and the impact on the environment. The development, design, manufacture, packaging, use and service of new products should be protected by the environment, which should not only ensure that they can obtain profits on the basis of meeting the needs of consumers, but also achieve the goal of coordinated development of society, economy and ecological environment. At the same time, it is necessary to carry out green education for all employees of the enterprise so that employees can fully realize the importance of environmental protection. With the increase of consumers' demand for green consumption and the rise of the movement to protect ecological balance, enterprises can only become winners in marketing by adjusting their marketing concepts in time. 2. Formulate enterprise green marketing strategy. Enterprise green marketing strategy is a long-term, comprehensive and systematic planning of marketing activities according to the requirements of consumers and society for green consumption and environmental protection, combined with the current situation of enterprises and their long-term business objectives. Making green marketing strategy requires enterprises to start with understanding consumers' green demand, establish an effective and fast information network, collect relevant green information, take corresponding measures, deeply study the authenticity and feasibility of information, and comprehensively process the information, analyze the changing trend of green market and the development trend of green consumption, so as to provide basis for enterprises to implement green marketing. The collection of green information includes: green consumption information, green science and technology information, green resources and product development information, green regulations information, green organization information, green competition information, green market scale information and so on. 3. Develop green products. The development of green products is the supporting point of green marketing. To develop green products, we must consider the impact on the environment from the aspects of product design, production, packaging, use and waste disposal. Enterprises should increase the intensity of technology development, introduction, digestion, absorption and transformation, improve the technical level and productivity, especially improve the ability of energy saving and environmental protection, and strive to make products meet the requirements of environmental protection and have certain scientific and technological content. For example, the materials should be non-toxic and easy to decompose, and the product structure should be as short and light as possible to save raw materials. 4. Set a green price. The cost composition of green products is different from that of general products. It includes not only the general costs in the process of production and operation, but also the costs related to environmental protection and improvement, such as the cost of introducing environmentally friendly raw materials and the capital investment required to replace the equipment that pollutes the environment with environmentally friendly equipment. Therefore, the production cost of green products is higher than that of conventional products. At present, the price factor is still one of the most sensitive factors affecting consumers' purchase. Therefore, reducing operating costs and setting reasonable green prices are one of the keys to the success of green marketing. It is necessary to reduce the cost and price of products by expanding the production scale, strengthening green management and reducing the consumption of raw materials, so that the price of green products is gradually accepted by consumers. 5. Get a green sign. The green sign, also known as the environmental protection sign, indicates that the production, use and treatment of this product meet the requirements of environmental protection, and it does not harm human health, and the generated garbage is harmless or minimal, which is conducive to resource regeneration and recycling. It is called a green visa for products to enter the market. Obtaining green logo through green certification is the key link for enterprises to implement green marketing. Only by obtaining the green logo can we effectively win the trust of consumers and truly break through the green trade barriers abroad. For example, Qingdao Haier passed the ISO 1400 1 standard certification in June, 1997, and the refrigerators produced successfully entered the European and American markets, and achieved great economic benefits. 6. Establish the green image of the enterprise. To carry out green marketing, enterprises need to establish a good green image among the public. The image of green enterprise is the image of high-quality enterprise, which can not only fully mobilize various favorable factors within the enterprise, promote the continuous development of green marketing, but also effectively gain the trust and support of consumers and expand the green influence of the enterprise. Establish the image of green enterprise: first, strengthen the green publicity and education within the enterprise. Formulate green system and cultivate green culture of enterprises; Carry out green audit and supervise the green performance of enterprises. Reform the organizational structure and management mechanism of enterprises, implement the people-oriented management concept, establish an assessment and incentive system based on green management, attach importance to the introduction and rational allocation of professionals, especially those related to the development of ecology, environmental protection, economy, biology and green economy, and promote the sustainable development of talents; At the same time, create various opportunities for employees to carry out green service training and cultivate high-quality green talent echelon. The second is green advertising. Enterprises promote green products through green advertisements, shape the green image of enterprises, convey the information of green products to consumers, narrow the distance with consumers and stimulate consumer demand. The third is the green relationship between the public and the public. Green public relations is an important way to establish the green image of enterprises and products. In green marketing, enterprises should show their efforts in the green field through good public relations and establish a good corporate image in the eyes of consumers. Green public relations can help enterprises to send green information more directly and widely to market segments that cannot be reached by advertisements, and enhance their competitive advantage. And by holding green product fairs and symposiums, we will expand the contact between green products and consumers, expand the influence of enterprises, effectively spread the green image of enterprises, and guide consumers to consume green. 7. Establish a complete enterprise green sales system. Whether the sales system of enterprise's green products is sound or not directly affects the success or failure of its green marketing strategy. To establish a complete green marketing system, we must: (1) accurately locate the green market. On the basis of market segmentation, market positioning not only involves the determination of target market, but also affects the choice of marketing mix, which is an important factor to determine the success or failure of enterprises. With the rapid increase of green demand and the gradual development of green marketing, the market competition will continue to evolve. Facing the continuous expansion of the green market, in order to ensure the successful promotion of green marketing activities, enterprises should not only correctly locate the green market, but also formulate a competitive green marketing mix. (2) Choose appropriate marketing channels. Appropriate green sales channels are the key to increase the market share of green products, expand the sales volume of green products and successfully implement green marketing. Establish green product sales centers in large and medium-sized cities, and use their superior geographical location and strong radiation ability to neighboring cities to communicate the links between production enterprises and markets; Establish a chain store of green products to realize unified name, unified price, unified accounting and unified management; With the help of the existing intermediary marketing channels, we will establish a number of green product counters or franchise stores, and carefully select agents, wholesalers and retailers with high green reputation, good green image and understanding of green products to be responsible for the distribution of enterprise products. (3) Green promotion. Promotion plays the role of inducing demand and creating demand. Enterprises can expand the contact between green products and consumers by holding green product fairs, trade fairs and other forms, establish the green image of enterprises and products by transmitting green information, and promote the sales of green products of enterprises.