摘要：环保世纪的到来使人们的消费观念发生重大变化，人们在购买产品时会考虑环保、节能等因素，追求健康的的绿色消费之风蔚然兴起，绿色营销随之产生。21世纪将成为绿色世纪，尽早使自己的产品“绿化”谁是掌握市场竞争的主动权的关键。在我国，绿色营销已经成为家电企业提高市场竞争力的新方法,因而受到越来越多的关注。作为家电企业的领先者，海尔高瞻远瞩，认识到这一趋势变化即将带来的重大变革，它布局了“绿色产品、绿色企业、绿色文化”的品牌战略体系。但如何成功地实施绿色营销策略，使消费者的绿色需求转化为海尔的现实效益，值得我们思考。本文通过对海尔企业实施绿色营销的环境因素分析和海尔这些年对绿色营销实践情况的分析，试图探究制约海尔发展绿色营销的因素，并找到对应的解决方案。

关键字: 绿色营销环境 家电市场 海尔的绿色营销策略 

Abstract：The arrival of the environmental century make major changes in people's consumption concepts, they consider the factors such as environmental protection, energy saving when they are shopping, green marketing arises. The 21st century will be a green century, make oneself of the product as soon as possible "greening" can gain the initiative in market competition. In our country, green marketing as a new method of appliance enterprises to improve market competitiveness by more and more attention. Vision as the leader of the home appliance enterprise, Haier realized that this trend will bring significant changes, it layout of "green products, green enterprises, green culture" brand strategy system. But how to successfully implement green marketing strategy, make the green demand of consumers into the reality of the benefit, Haier is worth thinking about. This article through to the Haier enterprise implementation of green marketing environment factor analysis and Haier's analysis of green marketing practice in recent years, trying to explore the restricting factors for the development of green marketing, Haier and find the corresponding solution.

Keywords：Green marketing environment  Appliance market  Green marketing strategy of Haier