Abstract:

With the arrival of the era of low carbon, numerous enterprises pay more and more attention to green marketing. Meanwhile, the marketer and the consumer also notice the price, which one of the most important key elements to the market. And the rational green price is very important for enterprises to win the trust of customers and obtain good economic and social benefits. This text has put forward the concept of the green value chain on the basis of Michael Potter's value chain model, and has introduced green management to the green price. Effective green value chain management can reduce production cost and product pric.On how to reduce the price of green product, writer analyzed it from three respects: customer value chain of green value chain system，green recycle process and manpower resources management closely related to green value chain. Finally, we can obtain competition advantage of the green cost with these analyses. Green price strategy is the main component of green marketing strategy. Enterprise will obtain green price competitive advantage and set up green image by optimizing the internal and external customer value chain, paying attention to the green recycle links and strengthening green talent introduction.