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Research on Game of Green Marketing Enterprises

Author: WangYiZuo
Tutor: ShaoRongZhao
School: Chang'an University
Course: Business management
Keywords: green marketing game theory game model
CLC: F205;F224.32
Type: Master's thesis
Year: 2011
Downloads: 305
Quote: 0
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With the advent of the 21st century, international and domestic environmental protection in response to strong demand for traditional companies, "high input, high consumption, high output and high pollution" mode of production, many businesses and individuals consistent with the conflict, because at the same time the traditional business pollute the natural environment, the traditional business does not conform to take the path of the request of sustainable development of enterprises, it must make the traditional business enterprises over to the green, specific to the implementation of corporate marketing from traditional marketing to the green marketing changes.Firstly, this article describes the content and development of green marketing and game theory, and game theory in marketing applications were discussed. These applications are mainly related to create the marketing value of net with the help of game theory,economic activity in the market to help companies make the right marketing strategy decision-making, to help consumers make the right purchasing decisions and to help the Government make the right policy decisions. Then the article determine the game main body of green marketing. Secondly, using the game model and game analysis method, respectively establishment and analysis of game model of the process of implementation of green marketing businesses, consumers and government, specific assumptions through game situations, game creation and game analysis, and ultimately,they are analyzed and discussed how to implement green marketing business successfully. Only companies change from the traditional green marketing business to marketing business in order to achieve sustainable production, so that balance in the three aspects of incorporate profits, consumer desires and interests and social equilibrium. Finally, after the analysis of game model, analysis of impact factors and decision factors of the implementation of green marketing, and concluded that only giving full play to the role of the government’s macro-control power and enhancing awareness of green of businesses and consumers,at the same time strongly through the effective supervision of non-governmental organizations to allow enterprises to better implementation of green marketing.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods > Operations Research in the economy > Game Theory
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