First, the connotation of green marketing
Green marketing means that enterprises unify their own interests, consumer interests and environmental protection interests in the process of production and operation, and take this as the center to conceive, design, sell and manufacture products and services. Professor Ken Peattie of the University of Wales once pointed out: "Green marketing is a management process that can identify, foresee and meet the social needs of consumption, and can bring profits and sustainable management." In essence, enterprise green marketing is a marketing activity with environmental protection as the guiding ideology, green consumption as the starting point, green culture as the core of enterprise culture, satisfying consumers' green consumption demand as the premise and achieving enterprise goals. It is the further expansion and deep extension of traditional marketing, which is more profound and contemporary than traditional marketing.
Second, the proposal and rise of green marketing
Nowadays, people's concerns about the environment and resources have gradually turned into a self-discipline behavior in the consumption process, and they are more inclined to moderate, pollution-free and environmentally friendly consumption. Green demand has been or is being gradually aroused around the world. This is particularly prominent in economically developed countries, which has formed a green consumption chain with green demand-green design-green production-green products-green price-green market development-green consumption as the main line. Therefore, fundamentally speaking, it is green demand that determines the emergence, scale, operation mode and development trend of green marketing. At the same time, the differences in green demand and green technology level caused by different levels of economic development are increasingly used by developed countries as barriers to contain foreign trade of other countries, thus forming a new type of non-tariff barrier-green trade barrier. The Uruguay Round Agreement on Technical Barriers to Trade stipulates: "No country shall be prevented from taking measures to protect the life and health of human beings, animals or plants and protect the environment." In this way, environmental protection has become an excuse for not complying with relevant international trade norms. In fact, some developed countries actually restrict the import of foreign products in the name of environmental protection. The main goal of setting up green barriers in western countries is largely aimed at labor-intensive and resource-intensive products that developing countries mainly rely on to earn foreign exchange. As a result, some products of developing countries will gradually withdraw from the international market. Therefore, this will seriously restrict the development of foreign trade of developing countries and further worsen their difficult situation in international trade and balance of payments. With the introduction of Euro 1 999 65438+1October1,the EU will pay more attention to helping the backward countries in this region, which will inevitably lead to the strengthening of trade protectionism such as green barriers, and the China government and enterprises should prepare countermeasures as soon as possible. Green barriers mainly include levying additional taxes on environmental imports, restricting or prohibiting imports, green trade sanctions, green labeling system, and green health and quarantine system. Because of its strong concealment, high technical requirements and strong flexibility, it will be adopted by more and more developed countries for a long time to come. Visible, China enterprises want to break through the green barrier, they must strengthen green marketing, there is no other way.
As mankind enters the era of environmental protection, people's consumption concept has also undergone major changes, and there has been a trend of green consumption that pays more attention to health care and environmental protection, advocates returning to nature and pursues health. According to the statistics of relevant UN departments, the global "green consumption" has reached more than 200 billion US dollars, and it is expected to increase to at least 300 billion US dollars by the year 2000. Products with green logo are increasingly favored by consumers. According to statistics, 77% of Americans said that the green image of enterprises would affect their purchasing desire, and 94% of Italians said that they would consider the green factor when buying goods. In the European market, 40% people prefer to buy green goods, and those with green signs are more popular in the market. According to Euromonitor, 82% consumers in Germany and 67% consumers in the Netherlands will consider environmental protection when shopping in supermarkets. In Asia, picky Japanese consumers are even better, choosing "green" for ordinary drinking water and air, and canned water and pure oxygen have become hot items in the market; Consumers in Korea and Hong Kong are eager to buy those almost extinct tea seeds as natural shampoos.
Under the tide of green consumption, with the increasing concern of the international community for environmental protection, green marketing has been continuously developed and improved. Green marketing was born in developed countries and was introduced to China only a few years ago. At first, most enterprises just thought it was a propaganda technique. In recent years, enterprises in China have a strong interest in green marketing and a strong desire for practice. For example, the pollution of Coca-Cola beverage cans produced by a processing factory in Belgium has made many people in the marketing field feel the urgency and importance of green marketing. It is generally believed that the environmental image of enterprises affects the sales of products. Therefore, for enterprises, in the face of rising green consumption, understanding, attaching importance to and implementing green marketing has become a major issue worthy of special attention in the future development of enterprises.
Third, implement green marketing.
Establish the concept of green marketing
Green marketing concept is the guiding ideology of enterprise production and operation under the condition of green marketing environment. According to the traditional marketing concept, the central issues that enterprises should always pay attention to and study in the production and operation under the condition of market economy are consumer demand, enterprise's own conditions and competitors' conditions. Only by meeting consumer demand, improving enterprise conditions and creating more favorable advantages than competitors can marketing effects be achieved. However, the concept of green marketing has added new ideological content to the traditional marketing concept.
The primary problem of enterprise production and management research is not to coordinate the relationship between the three and the green marketing environment under the condition of traditional marketing factors. The formulation of enterprise marketing decision must first be based on saving energy, resources and protecting the natural environment, so as to promote the new transfer of enterprise marketing foothold.
The study of market consumption demand is based on the traditional demand theory, focusing on the study of green demand, which should consider both actual demand and potential demand.
The focus of competition between enterprises and peers is not the contest of traditional marketing elements and the competition of traditional target market share, but the best marketing measures to protect the ecological environment. It is considered that the continuous establishment and improvement of these measures is the need for enterprises to achieve long-term business goals, which can form and create new target markets and is a magic weapon to win competition.
Compared with the traditional social marketing concept, green marketing concept pays more attention to social interests in energy conservation and environmental protection, based on sustainable development, focusing on the long-term interests of social economy and global interests.
Design green products
Product strategy is the primary strategy of marketing, and enterprises must take green products as the carrier to provide society and consumers with green products that meet the green demand. The so-called green products refer to products that are beneficial to social and environmental improvement or pollution-free products. Compared with traditional similar products, this green product has at least the following characteristics:
① The core function of the product should not only meet the traditional needs of consumers, but also meet the corresponding technical and quality standards. More importantly, it should meet the green needs beneficial to society, natural environment and human physical and mental health, and meet the relevant environmental protection, safety and hygiene standards.
② The physical part of the product should reduce resource consumption and make use of renewable resources as much as possible. Raw materials and auxiliary materials harmful to the environment and human health shall not be added to the product entity. The environmental pollution caused by "three wastes" should be eliminated or reduced in the process of product manufacturing.
(3) The packaging of products should reduce the consumption of resources, and the waste of packaging and the residue of scrapped products should become new resources as much as possible.
The focus of product production and sales is not to guide consumers to consume in large quantities, but to guide consumers to consume correctly and produce moderately, and to establish a brand-new aesthetic production concept.
Set the price of green products
Price is a sensitive factor in the market, and pricing is an important strategy in marketing. To implement green marketing, we must study the pricing of green products. Generally speaking, when green products are put into the market, their production cost will be higher than that of similar traditional products, because the environmental protection cost of products should be included in the cost of green products, which mainly includes the following aspects:
(1) Development funds paid to increase or improve environmental protection functions in product development.
(2) In product manufacturing, the development is pollution-free and harmless to the environment and human body, which increases the process cost.
(3) The resource cost that may increase due to the use of new green raw materials and auxiliary materials.
(4) The management costs and sales expenses that may be increased by implementing green marketing.
However, the increase in product prices will be temporary. With the development of science and technology and the improvement of various environmental protection measures, the manufacturing cost of green products will gradually decrease and tend to be stable. Enterprises should of course consider the above factors when setting the price of green products. On the other hand, it should be noted that with the enhancement of people's awareness of environmental protection and the increase of consumers' economic income, consumers' acceptable price concept of goods will gradually coordinate with their consumption concept. Therefore, marketing green products can not only make enterprises profitable, but also gain advantages in peer competition.
Channel strategy of green marketing
Green marketing channel is the channel through which green products are transferred from producers to consumers. Enterprises must establish a stable green marketing channel to implement green marketing, and can formulate strategies from the following aspects:
① Enlighten and guide the green consciousness of middlemen, establish appropriate interest relations with middlemen, constantly discover and select enthusiastic marketing partners, and gradually establish a stable marketing network.
② Pay attention to the relevant links of marketing channels. To truly implement green marketing, we must conscientiously do a series of basic work of green marketing channels, from the selection of green transportation tools and the establishment of green warehouses to the formulation and implementation of green handling, transportation, storage and management methods.
③ Establish short channels and wide channels as much as possible to reduce channel resource consumption and channel expenses.
Do a good job in green marketing promotion activities
Green promotion is to transmit green information through green promotion media, guide green consumption, stimulate and guide consumers' green demand, and finally promote purchasing behavior. The main means of green promotion are as follows:
(1) green advertisement. By positioning the green function of products through advertisements, consumers can be guided to understand and accept advertising demands. In the market investment period and growth period of green products, a large number of large-scale green advertisements are used to create a green atmosphere for marketing and stimulate consumers' desire to buy.
② Green promotion. Through the green marketing and business promotion of green marketers, from the sales site to the sales site, we directly publicize and promote the green information of products, explain and demonstrate the green functions of products, answer the green consultation of consumers, preach the various environmental status and development trends of green marketing, and stimulate consumers' desire for consumption.
At the same time, through trial, gift, competition, discount and other strategies, guide consumers' interest and promote purchase behavior.
③ Green public relations. Through corporate public relations personnel to participate in a series of public relations activities, such as publishing articles, giving speeches, playing video materials, social networking, participating in environmental public welfare activities, sponsorship, etc. , can widely contact the public, enhance the public's green awareness, establish the green image of enterprises, establish a broad social foundation for green marketing, and promote the development of green marketing industry.
Fourth, the future of green marketing.
Implementing green marketing is internationally recognized as the future development direction of enterprises and the general trend of international economic and trade activities. Developed countries attach great importance to environmental protection industry and regard it as "sunrise industry &; Rdquo and the most promising "export industry". As early as June 65438+March 0994, the US Department of Commerce listed the environmental protection industry as one of the key export enterprises, and stipulated that the environmental protection industry enjoyed export tax exemption. The Japanese government has put forward a green management plan with the theme of "265438+New Earth of the 20th century". Since 1990s, many companies in the world have been practicing the strategic idea of "green marketing". For example, a supermarket in Japan requires customers to bring their own shopping bags in order to reduce the use of plastic bags. The supermarket gives each customer a registration card. Customers who bring their own shopping bags will be stamped by the store every time. After accumulating to a certain amount, the store will give away a certain amount of goods for free. British Ensbury Supermarket Group not only claims to be the "greenest grocery store", but also introduces a series of "green" plant products for family use, replacing chemical cleaners, which greatly increases the turnover and gains a competitive advantage. In Hongkong, Taiwan Province, Japan and the United States, the patterns, colors and words called "eco-clothing" are full of characteristics and meanings: rare animals and plants are used as patterns, flowers and trees are used as colors, and even concise words such as "I love nature" and "protect the ozone layer" are written on the clothing, which directly expresses the voice of consumers. As a result, various "green advertisements" came into being. Many well-known multinational companies and large enterprises have used "green goods" to make "green advertisements", and many emerging small and medium-sized enterprises have constantly strengthened their image of "green enterprises" in order to develop rapidly. From the perspective of environmental protection, American enterprises that produce diapers advertise, emphasizing that cloth diapers will take at least 500 years to decompose after being buried in the soil, and diapers decompose quickly in the soil, so diapers have established a "green image" in the public mind. In just three years, the sales volume soared to 1.8 times.
At present, many countries have made it clear that products without environmental labels will be limited by quantity and price when imported. Attaching importance to and obtaining green signs and establishing a good environmental image of enterprises will become an important goal pursued by enterprises, environmental protection industry will become a new hot spot in international trade competition, and green marketing will be the focus of international marketing. Green marketing is of great significance for China enterprises to participate in and improve international market competition. Green marketing is conducive to promoting enterprises to adopt new technologies and technological transformation, and to transforming enterprises from extensive management to intensive management. The concept of green marketing includes the whole process of product design, manufacture, use and recycling. To realize this concept, enterprises must adopt advanced technology, carry out technological transformation, change the extensive management form with high energy consumption and low efficiency, strive to improve the utilization rate of resources and energy and labor productivity, so that production and operation activities will not cause damage to the environment or damage the environment as little as possible. Therefore, the green marketing process is also a process for enterprises to achieve technological upgrading and sustainable development.
China enterprises, especially large enterprises, should conform to the development trend of world economy and marketing management, seize the opportunity, take positive actions, strengthen green concepts, develop green products, open up green markets, set green prices, open up green channels, implement green public relations, establish a green image, form a complete green marketing system, strive to improve the level of marketing management and enterprise management, and improve the comprehensive competitiveness of enterprises (including environmental competitiveness), so that China's economy will take off and the Chinese nation will stand in the world.