在全世界范围内,低碳经济已不再只是一个概念,已经变成了活生生的现实,对人类社会经济的影响也越来越大,对人类价值观、发展观、生活观的影响也是变革性的,随着保护环境的形势逐步严峻,低碳经济的逐步发展,企业营销策略的转变也变成一种必要。本文通过分析低碳经济的内涵,低碳经济背景下转变发展企业营销策略的必要性和具体策略,指出了低碳经济发展的必要性和积极意义。 Globally, the low-carbon economy is no longer just a concept, has become a living reality, has an increasing impact on human society and economy, and has an impact on human values, the concept of development and the concept of life. With the gradual and serious environmental protection situation, the gradual development of low-carbon economy, business marketing strategy has become a necessity. This paper points out the necessity and positive significance of low-carbon economy by analyzing the connotation of low-carbon economy and changing the necessity and specific strategy of developing marketing strategy under the background of low-carbon economy.