[Keywords:] enterprise development; Green marketing; sustainable development
[China Library Classification Number] F7 13.5 [Document Identification Number] A [Document Number]1005-6432 (2012) 31-0020-02
With the continuous development of the times, our human society has gradually entered a field that pays attention to environmental protection everywhere, and our consumption consciousness is constantly changing. In terms of daily consumption, people pay more attention to nature, environmental protection and health, and this trend is spreading rapidly. With the continuous updating of consumption concept, the green consumption mode is also constantly strengthened, and our marketing market has also entered a brand-new level-green marketing. Because people's consumption tends to be green, it is an inevitable trend for enterprises to market their products in a green mode. The so-called green marketing refers to a new market opportunity re-developed and explored by enterprises and society at all levels after fully understanding and mastering consumers' increasing environmental protection concept, which has caused the imbalance between supply and demand of environmentally friendly and harmless products. Meet the needs of consumers and the whole society through complete and reasonable professional sales methods, and finally achieve the expected goal of sustainable development. The purpose of this marketing is to obtain a certain range of business opportunities in the current extremely harsh environmental threat situation, and at the same time realize the double harmony between the interests of enterprises and the rights and interests of consumers. It can be seen that it is very important for enterprises to implement green marketing strategy for their own sustainable development. On the one hand, it can promote the continuous development of society, on the other hand, it can ensure the long-term sustainable development of enterprise economy.
1 Implementing green marketing model is a measure to break through international trade barriers.
In today's era of trade globalization, environmental protection has gradually become a norm and a direction of life. It has been stipulated in the written text of a country's trade barriers that the country cannot interfere with any country's way of protecting the survival and safety of all mankind, animals and plants. Environmental protection has become a basic criterion for the import and export of green products between countries in our real life. Once it is found that the product does not meet the standards stipulated in this article, it cannot be imported or exported, which not only protects the interests of consumers, but also protects the interests of enterprises.
For example, the pesticide dosage of an agricultural and sideline product is higher than a certain standard, food and beverage contain too many harmful trace substances, and some industrial products will pollute the environment. These will be rejected by the importing country. In order to protect their industries and make full use of the deepening trend of environmental protection worldwide, some developed countries have built certain non-tariff green barriers, which can restrict or even prohibit foreign products from entering their own countries to some extent. It is precisely because of this that most foreign trade enterprises in China can only increase their capital investment in accordance with a series of regulations on environmental management, actively pay attention to the accumulation of science and technology, and constantly develop green goods, not only at home, but also abroad, and at the same time carry out activities with green marketing awareness in all directions. Only in this way can we break the so-called green barriers in some countries, expand the export volume and market of our products and finally realize the internationalization of our products. At this point, Haier Group is very iconic. After the green refrigerators they produced were awarded the title of European environmental label, their products had a pleasant journey in the European market, and their product share in the European market was also rising, which played a promoting and even decisive role in the internationalization process of Haier enterprises to a certain extent.
2 Enterprises' implementation of green marketing mode is related to the development of circular economy.
As mentioned in the Fifth Plenary Session of the 16th CPC Central Committee, China's basic national policy is to continuously save resources, continuously develop a recyclable long-term economy, properly protect the natural ecological environment, give priority to building a society with beautiful environment and rich resources in economic development, and constantly strengthen the mutual harmony between social economy and people and living environment. Thus, China's future economic development direction is economic cycle, and the development strategy of enterprises is sustainable development. At present, many traditional economies in our country are still developing in one direction, from resources to products to waste. If this situation continues to develop, it will lead to the shortage or even exhaustion of some resources. This is an unsustainable economic model, but if a recyclable economic development model is adopted, this deficiency will be avoided to some extent. This is a new technical level, which consumes material resources into products and finally circulates between resource recovery and regeneration. In this recycling process, resources and products can be used reasonably and sustainably, and the loss of natural resources caused by economic activities can be minimized. The essence of this concept is ecological economy, which is also a new sustainable economic development mode after combining natural resources with long-term social development. Enterprises adopting this circular economy model need to meet certain requirements. First of all, the self-interest development goals of enterprises are interrelated with social development and environmental protection. Secondly, the economic values of enterprises must be correct, which is the green focus advocated in green marketing.
Specifically, compared with the traditional marketing model, the main feature of this green marketing is to pay more attention to social responsibility. After meeting people's growing material needs, enterprises can also reduce the loss of resources, realize the real long-term utilization of resources, and continuously improve and protect the environment. In addition to the above advantages, reusing green marketing model can also minimize the loss of non-renewable resources developed and utilized by enterprises and reduce the degree of environmental pollution, which shows that green marketing is an indispensable link in the process of developing illusory economy.
3 the implementation of green marketing model is the basis of whether an enterprise can survive for a long time
The famous American scholar Paul? Hawken once said: No matter which enterprise develops, it needs to know what the enterprise needs, what it exports and what it discards, and what the relationship between these three factors and the natural environment is. It can be seen that the profit-making activities of enterprises can not be separated from the natural environment to a certain extent. As people gradually enter the era of industrialization, the original productivity level has been greatly improved, and our desire to conquer the ecology is getting stronger and stronger, and the accompanying natural transformation power is also constantly strengthening. This has led to two situations. One is that we have created a material civilization that we didn't have before, and the other is that we have caused a series of social problems and environmental hazards. Because in the past, enterprises only blindly used resources to produce primary products, without considering the future resource problems. Over time, it will inevitably lead to the lack or even exhaustion of such resources, and the final result is that enterprises cannot develop sustainably. Nowadays, enterprises are deeply aware of this and the importance of resources, and then adopt green marketing methods to change the management mode of enterprises and the production mode of products, thus improving and promoting consumption.