随着人民生活水平的提高,绿色产品在大众消费中的比重越来越重,如何做好绿色产品的市场营销不仅是企业市场营销人员的研究重点,同时也成了学术界研究的重点问题。绿色产品的营销体系在商品化、全球化、信息化以及产品同质化和性价比的差异化缩小的今天,不再是注重产品的一些宏观调整,而应该注重整体的营销体系构建。 With the improvement of people’s living standards, the proportion of green products in mass consumption is more and more important. How to do a good job of marketing green products is not only the research focus of enterprise marketing staff, but also the key issue of academic research. Nowadays, the marketing system of green products is no longer focused on some macro adjustments of products, but should pay attention to the overall marketing system construction in the commercialization, globalization, informationization and product homogeneity and the reduction of the difference of cost performance.