Zhang Yang and Chen Liwen (2012, p。76-78), professor of Hebei University of Technology, in their article Summary of Development of Green Marketing Abroad, mention that Mintu and Lozada define green marketing as a way to exalt promote, preserve, protect the natural environment, and an activity by using of marketing tools to achieve those goals of organizations and inpiduals; Stanton and Futrell think that green marketing strategy is an exchange behavior for the promotion of any generation and to meet human needs。 But the premise is to ensure the interests of both organization and consumers protected。

Definition of green marketing connotation, the current domestic academia has not yet reached a uniform standard, summarized in the following views。 Wei Mingxia and Si Linsheng (2001, p。88-90) in their book Analysis of Green Marketing Basic Category believe that in the requirements of sustainable development, green marketing has taken actions during the entire process in the product development, development, production, sales and service with requiring companies to make full use of resources, social responsibility, environmental protection and long-term perspective of development to achieve sustainable production of enterprises, sustainable consumption of consumers and sustainable development of the whole society so that to balance business, consumers and society。

These definitions of the green marketing strategy is to meet consumers and operators of common interest for the purpose of social green demand management, to protect the ecological environment for the purpose of green marketing model。 It is further extended and deep extension of traditional marketing, but also more far-reaching than the traditional marketing sense, more times。