Keywords: sustainable development of green marketing of enterprise green products
1. Introduction
In 1990s, with the development of global economy and the acceleration of integration, human economic activities led to the deterioration of ecological environment and the shortage of natural resources, which seriously affected human survival and development. With the occurrence of a series of ecological disasters, people began to reflect on the predatory exploitation and unrestricted consumption in the past, and gradually turned into self-discipline in the process of production and consumption. The laws and regulations based on environmental protection and various trade protection policies of governments in various countries have been introduced one after another, which makes enterprises, as the main body of social and economic operation, pushed to the forefront of environmental protection. At present, enterprises pay more attention to moderate, pollution-free and environmentally friendly consumption in the production process than before, and green demand is gradually aroused around the world. The external pressure represented by the awakening of consumers' awareness of green consumption has prompted enterprises to change their production and management concepts and implement green marketing. Change the traditional business model of pursuing profits, and replace it with a new production and consumption model with environmental protection and green as the starting point.
Since the sustainable development strategy was put forward in 1970s, "building a sustainable society" has become an important theme of global economic and social changes. The so-called sustainable development strategy means that social and economic development must be linked with natural environment and social environment, so that economic construction can be coordinated with resources and environment, thus ensuring a virtuous circle of social development [1]. The idea of sustainable development requires human beings to completely change the traditional attitude and concept of "taking from nature" in the past, and reduce and eliminate environmentally unfriendly production and consumption behaviors in the process of development. In order to cope with social problems such as waste of resources, ecological imbalance and environmental pollution caused by social and economic development, all countries in the world are trying to bring their own development back to a sustainable track. At present, after years of efforts, western developed countries have entered the substantive implementation stage in environmental protection. And formed a green demand? Green design? Green production? Green products? Green price? Green market development? Green consumption, a consumption chain with "green" as the main line. China's economic and social development is also facing social problems such as environmental pollution, energy shortage and population expansion. The continuous deterioration of the ecological environment has hindered economic development to a certain extent, affected people's normal production and life, and attracted the attention and attention of the government and the whole society. With the implementation of sustainable development strategy, enterprises, as the main producers of environmental pollution, must undertake social responsibilities in social activities such as production and operation, environmental protection and so on. At the same time, the marketing activities of products should be coordinated with the development of natural environment and social environment. Therefore, green marketing came into being and became the fundamental way to realize the sustainable development of enterprises.
At present, China's green marketing model has just started, and it is still in the exploration stage because of the passivity of enterprises. The most direct performance is simply pursuing the maximization of interests, while ignoring the sense of social responsibility of enterprises. In particular, China's products with hundreds of millions of dollars each year are limited by the differences in environmental management standards; Due to the restriction of Montreal treaty, many products containing freon in China are prohibited from producing and selling; In terms of agricultural products, pesticide residues in agricultural and livestock products exceeded the standard, and textiles were rejected by the European Union because of the toxicity of dye intermediates. A series of problems show that the losses caused by green barriers to China enterprises are increasing day by day. Moreover, this mode of production and marketing is not in line with China's sustainable development strategy. It can be seen that China enterprises are implementing a modern marketing model with social contribution as the purpose. Establish the social and economic view of corporate social responsibility. The green marketing model with sustainable development as the guiding ideology has become an inevitable trend.
2. Definition of the concept of green marketing (theoretical basis, concept definition, characteristics and significance of green marketing, etc. )
2. 1 theoretical basis and characteristics of green marketing
On the theoretical basis, green marketing is called ecological marketing or harmonious marketing. The research and development of ecological economics, economic ecology and environmental sociology provide a solid foundation for the study of green marketing theory. The establishment of green marketing theory is the result of the coordinated development of the relationship among ecosystem, environmental system and marketing system.
Compared with traditional marketing, their similarities lie in market research, target market selection, making enterprise strategic plan and marketing plan, and making marketing mix strategy.
Compared with the traditional marketing model, the product design takes into account the protection and utilization of resources and energy, and is easy to recycle and dispose of; Adopt clean technology and production technology for production; It attaches great importance to the recycling of resources and the environmental performance of products, and requires not only to eliminate pollution as much as possible in the production stage, but also to minimize the harm to the environment during the use, treatment and abandonment of products. For marketing purposes, green marketing emphasizes saving material consumption and protecting resources; Ensure the safety, hygiene and convenience of products, so as to benefit people's physical and mental health and improve the quality of life; Guide green consumption, cultivate people's green consciousness and optimize people's living environment [6]; In the process of marketing, the traditional marketing model emphasizes the maximization of marketing objectives and benefits by various means, but ignores the negative effects of marketing means; On the other hand, green marketing is different. In addition to the purpose of marketing, it also emphasizes that the marketing method must be coordinated with the natural environment and humanistic social environment, which is an environment-friendly sales process. As far as the research scope is concerned, the research scope of traditional marketing is composed of enterprises, customers and competitors, which mainly obtains profits by stimulating consumption and coordinating the relationship between them, ignoring the external natural environment factors of enterprises; In terms of sales channels, although distribution channels can not be the focus of green marketing at present, green distribution has been paid more and more attention by enterprises, and the concept of green products has been put forward by technological innovation.
In addition, adopting green signs and cultivating green culture is also an important feature of green marketing. Relevant institutions confirm the environmental performance and production process of products according to the green product standards and relevant regulations, and inform consumers which products meet the environmental protection requirements in the form of logo graphics, which is more conducive to the ecological environment. At present, green culture has become the central content of many corporate cultures; Enterprise goals began to merge with environmental goals; Enterprise management concept and marketing concept began to merge with green ecological concept; This integration adapts to the requirements of the times and embodies the new progress of enterprise management concept, especially modern marketing concept. It will lay a solid ecological foundation for the development of network marketing concept. And will put forward clear ecological requirements.
2.2 Concept definition
Some foreign scholars think that green marketing is "green marketing" or "environmental marketing", but their connotations are the same [2]. Ken. In his book Green Marketing? The business trend of turning crisis into business opportunity [1] points out that "green marketing is a management process that can identify, foresee and meet the social needs of consumption, and can bring profits and sustainable management." Peattie and others define green marketing as "a management process to identify, predict and meet the needs of customers and society in a profitable and environmentally sustainable way" [3]. Walter believes that the connotation of green marketing is "a marketing activity that regards environmental management as the obligation and growth opportunity of career development, that is, green marketing". China scholars believe: "Green marketing means that enterprises should pay attention to protecting the earth's resources and environment, prevent pollution to protect the ecology, and make full use of and recycle renewable resources for the benefit of future generations." As can be seen from the above definition, green marketing is an innovation and development of traditional marketing, that is, social demand management aimed at meeting the common interests of consumers and operators and marketing methods aimed at protecting the ecological environment. In the process of pursuing the unity of consumers' interests, enterprises' interests and social interests, we should pursue social interests for a long time and pay attention to the macro contribution to society, so as to realize the business objectives and sustainable development of enterprises. Therefore, green marketing not only requires enterprises to optimize the allocation of tangible and intangible resources such as people, finance, materials, information and image, but also requires enterprises to put social benefits and ecological benefits in an important position, so that these three (economic benefits, social benefits and ecological benefits) can be organically combined, thus generating green benefits [7].
In a word, green marketing refers to a management process in which enterprises, in accordance with the requirements of sustainable development, take environmental protection as their business philosophy, take green culture as their values, take meeting consumers' green consumption needs as their center and starting point, promote sustainable development, realize the unity of consumers' interests, enterprises' interests, social interests and ecological interests, and market participants meet market demand through purposeful and planned development and exchange of product values with other market participants in accordance with scientific and standardized principles.
2.3 the significance of implementing green marketing in China
At present, the green tide has swept the world, and the awareness of green consumption has been recognized by consumers all over the world. According to a survey, more than 75% of Americans, 67% of Dutch and 80% of Germans will consider environmental issues when buying goods, and 40% of Europeans are willing to buy green food.
However, in recent years, many manufacturers have grasped the characteristics of consumers' poor ability to distinguish green products and advertised their products as "green products" and "environmental protection pioneers". At present, the counterfeit "green" products in the market are the most prominent in industries such as architectural decoration, household appliances and daily chemical industry. Counterfeit green products flooded the market, which seriously hindered the healthy development of green consumption. Reversing this situation as soon as possible has become an urgent task for China to develop green consumption.
At present, China is facing the grim reality of population expansion, massive consumption of resources and environmental deterioration. The huge economic losses caused by environmental pollution and ecological destruction account for 15% of GDP, which makes the development cost of China 7% higher than the world level, and the economic losses caused by environmental pollution to people's health are as high as 800 billion yuan. As Comrade Hu Jintao pointed out: "At present, the contradiction between China's economic and social development and resources and environment is increasingly prominent. If we do not fundamentally change the growth mode of high consumption, high pollution and low efficiency, energy resources will be unsustainable and the ecological environment will be overwhelmed. " Therefore, it is of great significance and urgent to implement the sustainable development strategy and fundamentally change the growth mode.
The transformation of China's economic growth mode will further strengthen people's green consciousness, further promote green activities, and thus form the driving force for the green economic behavior of enterprises. On the one hand, it will force enterprises to vigorously develop intensive circular economy and adopt green technology for green production; On the other hand, it will promote the change of consumers' concept, no longer satisfied with superior material enjoyment but pursuing a more natural, healthy and harmonious life, and form a green environmental awareness. The change of concept will be reflected in consumption, and finally a new fashion of green consumption will be formed. As the basic unit in the social and economic system, enterprises can only achieve sustainable development if they conform to this historical trend, incorporate the implementation of green marketing into their own development strategies and develop harmoniously with society and the natural environment. It can be said that establishing the green marketing concept and implementing the green marketing strategy is an inevitable requirement for enterprises to implement the sustainable development strategy and promote the socialist cause, and it is also an inevitable requirement for enterprises to survive and develop under the new situation.
Therefore, whether it is the requirement of sustainable development or the pressure from consumers, it shows that enterprises must implement the concept of green marketing to meet the requirements of the new situation.
3 Enterprises to carry out green marketing status and problems
Although green marketing started late in China, it has developed to some extent, but it faces some problems, such as the green consumption demand of the whole society has not yet formed, the green marketing concept of most enterprises has not yet been established, the production management model is lagging behind, the marketing mix strategy is not suitable, and the government measures are ineffective. Therefore, we must take corresponding countermeasures, actively create conditions, and strive to make green marketing gradually become the mainstream of enterprise marketing in our country in this century.
China's green marketing began with the development of green food and the early 1990s. The Ministry of Agriculture invited relevant experts to study the connotation, quality standards, environmental standards and hygiene indicators of organic food, natural food, ecological food and pollution-free food abroad, formally put forward the concept of green food, and introduced the green food in China. The State Council approved the establishment of "China Green Food Development Center", formulated the Measures for the Administration of Green Food Labeling, and began to implement the green food labeling system. In May, 1993, China Green Food Development Center joined the International Organic Agriculture Movement Alliance. From 65438 to 0994, the Ministry of Agriculture put forward three basic principles for developing green food. And formally decided that the sun, plant leaves and flower buds constitute the symbol of green food. Since then, the green food logo has been favored by consumers, and green food has gradually become the best-selling food in major cities in China. So far, many products in China have obtained the right to use the green logo.
In foreign trade, many countries use ISO 14000 environmental management standards to refuse or restrict imports, which threatens some of our export products. According to incomplete statistics, if measures are not taken in time, the production and sale of fluorine-containing products in China will be banned because of the Montreal Treaty and the International Convention for the Protection of the Ozone Layer. Export products exceeding $5 billion will face market access problems due to the implementation of environmental labels by major trading countries; Due to excessive pesticide residues, the export of some grain, oil and food in China was blocked; Textile exports are also in danger of withdrawing from the EU market due to dye problems. Therefore, we must have a sense of urgency to implement green marketing [8].
However, for a considerable number of enterprises in China, their business philosophy is still in the process of changing from traditional promotion to marketing, and they often pay too much attention to short-term and micro-interests, thus separating the relationship between economic development and environmental development. In addition, China's existing market competition is not sufficient, the legal system is not perfect, and the system is not perfect, which objectively makes China's green marketing face some obstacles.
The management concept of enterprises is relatively backward. Enterprise managers in China, especially top managers, have a direct impact on the business strategy of enterprises.
Enterprises have limited resources in capital, technology and talents. The implementation of green marketing strategy means that the selection of raw materials, the processing, sale and use of products and the disposal of scrapped products must be subject to environmental management and meet the requirements of environmental protection. Therefore, a large number of related technical equipment and various talents in environmental protection technology and environmental management are needed. However, at the present stage in China, the environmental protection technology is relatively backward, the research and development strength of environmental protection equipment is insufficient, the technology and management personnel in environmental protection are seriously lacking, and the awareness of environmental management has not been raised to the height of enterprise strategy.
4 modern enterprises to implement green marketing countermeasures
Enterprises are the biggest consumers of resources and the biggest producers of environmental pollution. Changes in the external environment have brought new challenges to modern enterprises, which will surely make corresponding adjustments and changes to the business strategies of enterprises in China. Therefore, enterprises must implement green marketing from the following aspects.
1) Changes in strategic decisions of enterprises.
Strengthen the cultivation of enterprise management, change the marketing mode that used to stimulate consumption, and establish the principle of minimizing environmental impact and ensuring the most effective use of resources as the development strategy, which is reflected in the whole green action plan. Pass on the ideas and methods of modern enterprise management to managers at all levels, improve the comprehensive quality of managers, promote the change of enterprise management ideas and promote the implementation of green marketing strategy. Establish a green marketing concept with "green culture" as the core. Changing ideas, establishing green marketing as business philosophy and green marketing as guidance, and realizing the sustainable development of enterprise resources are the correct direction of deep development of green products, and green marketing strategy is its core.
2) Development and design of green products based on sustainable development.
Establishing the research and development orientation of green products and supporting them to be harmless or less harmful to the environment in the whole life cycle is not only in line with environmental protection, but also conducive to resource recycling. The new trend of global industrial structure development is to change to the eco-industrial development mode of rational utilization of resources and reduction of waste generation. Green industry is a new type of industry which aims at preventing and controlling environmental pollution, improving ecological environment and protecting natural resources, and carries out a series of activities such as technology development, product production, product circulation and information service. The green design of products is an important link for enterprises. The design should consider the whole life cycle of the product, and give priority to the environmental attributes of the product while ensuring the performance, quality, life and cost requirements of the product, so as to fundamentally prevent pollution and save resources and energy.
3) Implement green marketing strategy.
With the deterioration of the ecological environment and the shortage of natural resources, the traditional marketing, which centers on meeting customers' needs and organizes the overall marketing activities of enterprises to meet customers' needs and realize profits and development, has been unable to adapt to the characteristics and requirements of enterprise marketing in the environmental protection era. However, taking environmental protection and green culture as values, taking consumers' green consumption as the center and starting point, and striving to meet consumers' green consumption needs, green marketing has become an inevitable trend of enterprise marketing development [9].
Establishing the green image of an enterprise can help the enterprise to transmit the green reputation to the market segments that cannot be reached by promotion more directly and widely, thus giving the enterprise a competitive advantage. Change the organizational structure and management mechanism of enterprises, implement the people-oriented management concept, take the lead in implementing the green marketing plan, establish an assessment and incentive system based on green management, create various opportunities to train employees in green services, and cultivate high-quality green talent echelon. Integrate environmental protection into production and business activities, and seek the profits of enterprises on the basis of meeting the green needs of consumers. Make full use of various opportunities to publicize the green image of enterprises. Enterprises promote green products through green advertisements, shape the green image of enterprises, and convey the information of green products to consumers. Green public relations is an important way to establish the green image of enterprises and products.
5 conclusion
At present, China's green marketing is in its infancy, and there are still some problems to be solved urgently in implementing the green marketing strategy. For example, China consumers' consumption significance of green products has not reached a corresponding height. The production, management and sales of enterprises also take extensive production and management as the main goal. Therefore, the government must guide China enterprises to solve these problems by formulating and implementing eco-environmental policies, actively carry out green marketing, promote and guide consumers to change traditional consumption patterns and make green consumption, and form the domestic market environment and market demand basis for green marketing.
In a word, green marketing is of great guiding significance to the sustainable development and concrete practice of enterprises in China, and the implementation of green marketing is also a successful strategy to create the sustainable development of enterprises in China. Taking the road of green management development is the only way to realize the sustainable development of enterprises in China and the future development trend, and it is also the inevitable choice for enterprises in China to achieve sustainable development.
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