Abstract: In recent years, there has emerged a new trend of "green marketing" focussing upon environmental protection. This new trend has been exerting strong impact on the traditional way of international marketing and will be in the mainstream of international marketing for the next century. To intensify the research on the new trend is of great significance for improving the capacity of marketing and participating in the competition in the world marketplaces. This paper first focuses analysis on the bases on which the new trend generated, then discusses the main content and significance of this new trend in the market economic condition and finally offers some suggestions on how China can meet the challenges of the new trend and grasp opportunities to develop "green marketing".

Key words: green marketing, market failure, marks of environment

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