企业进行绿色营销决策需要处理好与消费者、竞争者、政府之间的关系,实际上是一个博弈的过程。通过运用相关博弈模型研究企业与政府间的博弈过程,寻求企业实施绿色营销战略的占优策略均衡,并从政府、企业两方面提出企业绿色营销策略。 Enterprises need to deal with green marketing decisions with consumers, competitors, the relationship between the government, in fact, is a game process. Through the use of relevant game models, this paper studies the game process between enterprises and the government and seeks to balance the dominant strategy of implementing green marketing strategy and proposes the corporate green marketing strategy from the government and enterprises.