【導讀】者之間的綠色營銷選擇進行博弈分析。闡述了實施綠色營銷的必要性如下：綠色。營銷是環(huán)境問題法制化的必然結(jié)果。的生產(chǎn)特性尚未形成。實施綠色營銷對策如下：注重現(xiàn)代營銷理念的宣傳和教育；規(guī)范競爭和綠色產(chǎn)品市場；加強綠色市場信息透明度；強化食品安全的立法工作。近年來，關(guān)于中國食品行業(yè)的負面報道頻頻出現(xiàn)。件，接著還有瘦肉精，染色饅頭等多起食品安全事件出現(xiàn)。前所未有的信任危機，消費者的信心和公眾食物被蠶食。在擁有13億人的大市。由于中國目前法律行政法規(guī)不健全，大多。同時，貫徹落實綠色營銷，與企業(yè)聯(lián)接還需要額外的成本。和費用，這使得相當多的企業(yè)仍持有觀望和觀望的態(tài)度。此同時，我們應(yīng)該能發(fā)現(xiàn)，采用綠色營銷的企業(yè)品牌。首先我們應(yīng)該在開展綠色營銷上做出一定的假設(shè)。理性的經(jīng)濟人，其目的是利潤的最大化。均采用綠色營銷，其利潤為-25。因為綠色營銷企業(yè)需要承擔一定的費用的研究，開發(fā)，市。禁不止，將保持持續(xù)不斷。

　　

【正文】 ial environment， but the consumers can pay less money． Some consumers clearly know that choosing the consumption of nongreen products will affect the interests of the public and social environment， but for personal interest， or seeing others doing so， they will choose the behavior of following the general trend． If every consumer choose the consumption of green products， the welfare of whole society will inLI Geng． Game Analysis and Countermeasures Discussion on Green Marketing 7 crease． If Consumer A chooses the consumption of green products， while Consumer B does not choose the consumption of green products， then Consumer A will get the short end of the stick。 if Consumer B chooses green consumption， while Consumer A does not choose the consumption of green products． Consumer A hitches a ride， and profits at expense of Consumer B． If all consumers in society do not choose green consumption， then all consumers are in an unfavorable situation． This makes that the welfare of the public in whole society is not improved． From the cost of payment， the consumers39。 optimal choice is the consumption of nongreen products． 2. Necessity of green marketing . The green marketing is the inevitable requirements of sustainable development of economy. Because of unsustainable production mode and excessively predatory consumption pattern， there has been environmental crisis ， which seriously threatens survival and development of human． At present， the contradiction between energy saving， environmental protection and economic development more and more stands out． People are driven by shortterm interests， lacking the concept and awareness of ecology． The traditional production mode and shortterm interest behavior of enterprises， as well as the method of draining the pond to get all the fish to take advantage of all kinds of natural resources， damage the ecology． Onesided pursuit of immediate highbenefit and highspeed economic growth， causes severe damage and pollution on environment and ecology． The reality of environmental crisis requires the developmental goal to change from onesided pursuit of economic development to pursuit of harmony between man and nature， and the strategy of sustainable development， so that the behavior of enterprises will be more and more rational and sensible． .The green marketing is the inevitable choice of green consumption mode. As residents39。 living standards are improved， myriad consumers39。 health awareness and consumption concept change dramatically， and the green consumption get the recognition from more and more consumers． Survey shows that 78% of the American， 70% of the Dutch，and 82% of the German consider the problems of environment and ecology when they purchase goods， they are willing to choose green food． Currently， the demand for green products in China39。s well off families is also increasingly shown． For example， the survey on the consumers in Beijing， Shanghai and other cities shows that 75% to 85% of consumers want to buy green products． In the face of the tide of green consumption， the enterprises must strengthen the implementation of green management and green marketing， develop green products， and enhance petitiveness． What acpanies the green marketing is the transformation of consumption concept and consumption behaviors in whole society． . The green marketing is the inevitable results of legalization of environmental problems. As the issues concerning environment and food safety bee more prominent， the legal documents regarding environmental protection and food safety are formulated increasingly，involving wider field ceaselessly． The enforcement of Food Sanitation Law， Food Safety Law and other laws enhances the effectiveness and coerciveness of protective measures， having a profound impact on the development of green consumption and green marketing． Under the regulation of the government， the enterprises must ply with the trend of legalization of environmental problems， change the production technology and production mode， and implement green marketing and green management， so that the activities of production and operation go on within the allowable range of the national laws， and policies． problems faced by the implementation of green marketing The concept of green marketing has not yet been established. The marketing concept of market undergoes the stages of production concept ，merchandising concept， marketing concept， social marketing concept， green marketing concept and so on， along with the change of supply and demand relations in market． Marketing concept is the idea and guiding thought for enterprise39。s marketing activities， and whether the marketing concept is in line with practical needs is related to the success of operation of enterprises． Because China39。s market economy is still unsound， and many enterprises seek short term interests in production， lacking the considerations of environmental protection and social benefit． Most of the enterprises still lack proper understanding of varying levels of consumer demand， arising from demand for green products． Most of the enterprises lack consideration of difference of petitiveness of green products， and lack sufficient knowledge of market opportunities arising from the marketing concept． Although they realize the market opportunities brought by green marketing， they falter for fear of the exorbitant cost， thus they can not win market opportunities ultimately． . The sociality of green demand has not yet taken Shape. With China39。s economic development， there are a series of problems， such as environmental pollution， serious waste of resources， food safety issues and so on． Meanwhile，due to the low quality of the national people and lagging of the media publicity， most consumers do not understand the true meaning of green consumption， do