摘要： 我国中小企业在全球倡导绿色营销的背景下，在实施绿色营销的过程中存在很多问题：企业实施绿色营销的物质基础薄弱、大多数企业未确立绿色营销理念、绿色产品创新缓慢、不能灵活运用绿色营销组合策略，消费者绿色观念不强，政府制定的有关环境保护法规、标准尚不完善，执法力度不强等。文章为此提出相应措施：企业应树立全新的绿色营销观念、加强对绿色营销组合的研究，积极向消费者宣传绿色产品，使其增强绿色消费意识，充分做好与政府发展良性互动关系的活动，制定正确、可行的政府公关计划以利于更好的实施绿色营销等。
关键词: 绿色营销 中小企业 可持续发展
Abstract:The small and medium-sized enterprises in global advocating green marketing background, in the process of implementation of green marketing has many problems: enterprise to carry out green marketing material foundation weak, the most enterprise fails to establish green marketing concept, green product innovation slowly, not green marketing mix strategy flexibly, consumers green concept is not strong, the government formulated concerning environmental protection laws and regulations, the standard is still not perfect, law enforcement is not strong, etc. This article puts forward some corresponding measures: enterprise should establish new green marketing concept, strengthening the study of green marketing mix to consumers, positive publicity green product, make its enhanced green consumer consciousness and relax virtuous interactive relationship with government development activities, formulate correct and feasible government public relations program favors better implement green marketing etc.
Keywords:Green Marketing; Medium-sized And Small Enterprises; Sustainable Development
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