绿色营销,是指企业为实现自身利益、消费者需求和环境利益的统一,对产品和服务的观念、定价、促销和分销等行为进行策划和实施的过程。面对全球环境不断恶化,自然资源减少,臭氧层遭破坏,污染严重,有效耕地面积减少的挑战,导致“绿色消费”的兴趣。在绿色浪潮的冲击下,西方发达国家曾走过了“先污染后治理”的传统经济发展模式。其危害是:高投入、低产出,造成资源过度开发与生态的严重破坏; Green marketing refers to the process of planning and implementing behavior, pricing, promotion and distribution of goods and services for the realization of their own interests, the unification of consumer needs and environmental interests. In the face of the deteriorating global environment, the reduction of natural resources, the destruction of the ozone layer, the serious pollution and the reduction of the effective cultivated area, the interest in “green consumption” has been raised. Under the impact of the green wave, the developed western countries have gone through the traditional mode of economic development of “pollution control first”. The harm is: high input, low output, resulting in over-exploitation of resources and ecological damage;