Research on Green Marketing Driving Force and Implementing Route Based on Innovation perspective

DOI

10.2991/icss-14.2014.18How to use a DOI?

Keywords

Innovation Perspective; Green Marketing; Driving Force; Implementing Route

Abstract

As a key component to enhance competitiveness and gain sustainable advantage, innovation has become indispensable in the process of enterprise green marketing. The research analyzed factors that affect green marketing, considering that the government regulation, customer demand, enterprise abilities, technical level has huge influence on enterprise green marketing. Then, explored the driving force of green marketing based on innovation perspective, expected to find the implementing route for enterprise green marketing and offer reference for green marketing practices.

Copyright

© 2014, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Feng Wei
AU  - JunQiang Zhou
AU  - Xiang Ren
PY  - 2014/11
DA  - 2014/11
TI  - Research on Green Marketing Driving Force and Implementing Route Based on Innovation perspective
BT  - Proceedings of the 2014 International Conference on Social Science
PB  - Atlantis Press
SP  - 114
EP  - 119
SN  - 2352-5398
UR  - https://doi.org/10.2991/icss-14.2014.18
DO  - 10.2991/icss-14.2014.18
ID  - Wei2014/11
ER  -