Green marketing refers to the marketing strategy that enterprises take environmental protection as their business philosophy, green culture as their values, and consumers' green consumption as their center and starting point, and strive to meet consumers' green consumption needs. Through green marketing activities, the relationship between enterprise interests, environmental protection and social development is coordinated, so that economic development can meet the needs of contemporary people without harming and threatening the survival and development of future generations, that is, the sustainable development of social economy is realized. In the final analysis, the subject of green marketing is the enterprise, which is the marketing activity of the enterprise. The strategy of green marketing is mainly composed of a series of marketing strategies and methods of the enterprise. 2 1 century will be a century of green civilization. In the era of green economy, green marketing will surely become the business philosophy of 2 1 century.

related notion

Green consumption, green marketing, green culture, green plan and green products.

Green price, green promotion, green channel and green management

Firstly, the background of green marketing is put forward:

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.

Second, the meaning of green marketing:

Green marketing is driven by green consumption. The so-called green consumption means that consumers realize that environmental deterioration has affected their quality of life and lifestyle, and require enterprises to produce and sell green products with the least impact on the environment, so as to reduce consumption that harms the environment. The so-called green marketing refers to the marketing strategy that enterprises take environmental protection as their business philosophy, green culture as their values, and consumers' green consumption as their center and starting point, and strive to meet consumers' green consumption needs.

3. Compared with traditional marketing, green marketing has the following characteristics:

1. Green consumption is the premise of green marketing. The development of consumer demand from low level to high level is an irreversible objective law, and green consumption is a higher level consumption concept. After people's physiological needs such as food, clothing, housing and transportation are basically met, there will be requirements for improving the comprehensive quality of life, as well as the demand for clean environment and products. Meeting green demand is the starting point of green marketing.

2. Green concept is the guiding ideology of green marketing. Green marketing focuses on meeting green demand and providing consumers with products that can effectively prevent waste of resources, environmental pollution and health hazards in the process of production, circulation and consumption. Green marketing pursues the long-term interests and sustainable development of human beings, attaches importance to coordinating the relationship between enterprise management and natural environment, and strives to realize the integrated development of human behavior and natural environment.

3. Green system is the legal guarantee of green marketing. Green marketing is a new concept focusing on the social level. What it wants to achieve is the coordinated and sustainable development of human society. In the competitive market, we must have a sound political and economic management system, formulate and implement the principles and policies of environmental protection and green marketing, restrain the short-term behavior of local governments, departments and enterprises, and work together with the whole society and mankind to safeguard their long-term interests.

4. Green technology is the material guarantee of green marketing. Technological progress is the decisive factor of industrial transformation and evolution, and the formation of emerging industries inevitably requires technological progress; However, if technological progress deviates from the green concept, the result may accelerate the process of environmental pollution. Only by using green technology to promote the development of green products and promote the development of renewable, pollution-free and energy-saving green products is the material guarantee of green marketing.

Fourth, the function of green marketing:

1. Green marketing advocates green civilization. Through green marketing activities, the relationship between enterprise interests, environmental protection and social development is coordinated, so that economic development can meet the needs of contemporary people without harming and threatening the survival and development of future generations, that is, the sustainable development of social economy is realized.

2. Green marketing is beneficial for enterprises to occupy the market and expand market sales. With the enhancement of consumers' "green consciousness", it is fashionable and wise for consumers to buy green products.

3. Green marketing promotes the construction of corporate culture and optimizes corporate behavior. Green marketing urges enterprises to adopt pollution prevention and pollution prevention technology or use pollution-free technology to create a clean and safe working environment within enterprises, which is beneficial to the physical and mental health of employees. Through external green marketing, enterprises can establish a "green" image and promote product sales and enterprise development.

Five, green marketing mix implementation points analysis:

1. Make a green plan. A suitable green plan is the premise of implementing green marketing strategy and producing truly green products. In the enterprise's green plan, we should make clear the policy and direction of enterprise's environmental affairs, not only the enterprise's own obligation to develop and market green products, but also the direction of environmental protection efforts and how to try them, which can be used to guide daily decision-making. In addition, the enterprise green plan must be combined with the enterprise long-term strategic plan to ensure the full utilization of resources.

2. Green product strategy. The development of green products should start with product design, including the selection of materials, the determination of product structure, function and manufacturing technology, the mode of packaging and transportation, the use of products and the treatment of product waste. And we must consider the environmental impact. Green design is the key at this stage, which emphasizes the effective utilization of resources and energy. In product design, we should comprehensively consider various factors, such as material selection, product manufacturing brand, function, packaging, recycling, pollution-free, safety and so on. The production process of green products should be "a kind of clean production", that is, planning and managing human production activities with the least material and energy consumption, and reducing, recycling and harmlessly eliminating wastes in the production process. Enterprises should meet the requirements of green sign and "environmental sign" when naming products and choosing brands. Moreover, green packaging is also an extremely important part. We should choose decomposable and non-toxic materials such as paper for packaging, simplify the packaging materials and avoid over-packaging. Enterprises should consider the recyclability and decomposability of waste while their products or services meet the requirements of green consumption, and do a good job in recycling packaging products and their wastes to avoid environmental pollution.

3. Green price strategy. Taking advantage of people's psychology of seeking novelty, seeking difference and advocating nature, consumers generally think that green products are more valuable and are willing to pay higher prices for them. Secondly, according to the modern concepts of "polluter pays" and "paid use of the environment", the expenditure of enterprises on environmental protection should be included in the cost, thus becoming a part of the price composition. However, the increase of green product price depends not only on the increase of green product quality and environmental protection cost, but also on consumers' understanding of green product price. In industrialized countries, the price of green products has risen greatly, and consumers are willing to accept it. In China, due to the weak green consciousness of consumers, the price increase of green products should not be too large, and the market price of large and medium-sized cities can be slightly higher.

4. Green channel strategy. The smooth flow of green marketing channels is the key to the successful implementation of green marketing, which is not only related to the positioning of green products in consumers' minds, but also related to the cost of green marketing. Therefore, when enterprises choose green channels: First, they choose middlemen with green reputation. For example, a big middleman who cares about environmental protection and has a good reputation among consumers will launch green products with the help of the good reputation of the middleman itself. The second is to set up a green product franchise to attract customers with the decoration returning to nature as a symbol. Third, the selected middlemen should not engage in non-green products that are mutually exclusive, competitive and complementary, so as to help middlemen sincerely promote the green products of enterprises.

5. Green promotion strategy. Green promotion is the general name of all kinds of promotion activities around green products. Its core is to establish the green image of enterprises and their products through sufficient information transmission, so as to coordinate it with the green demand of consumers and consolidate the market position of enterprises. Therefore, green marketing is first and foremost an idea. Enterprises should establish a good green image among the public by publicizing their own green marketing purposes; Secondly, green marketing is an action. Enterprises can use various media to publicize their actions in the green field, actively participate in various environmental protection-related affairs, and strengthen the impression of enterprises in the public mind with practical actions; Finally, enterprises should also vigorously publicize the green consumption fashion, warn people to use green products and support green marketing, which in itself is a dedication to society, nature, others and the future, improve the public's green awareness and guide green consumption demand. Therefore, when formulating green promotion strategies, we should pay attention to the combination of long-term goals and current tasks, highlight key points and avoid ambiguity.

6. Implement green management. "Green management" is to integrate the concept of environmental protection into the management and production activities of enterprises. This idea can be summarized as the "5R" principle: research: incorporate environmental protection into the decision-making elements of enterprises and attach importance to the study of environmental countermeasures of their own enterprises; Reduce: adopt new technologies and new processes to reduce or eliminate the discharge of harmful wastes and foreign bodies; Re-development: change traditional products into "green products" and actively strive for "green trademarks"; Recycling: recycling waste products; Reserve clerk: actively participate in the improvement of community environment, publicize environmental protection to employees and the public, and establish the image of green enterprise. Only under the principle of green management can enterprises accelerate the transformation to green enterprises, promote enterprises to adopt various environmental protection technologies, implement clean production, and produce green products that meet the needs of society and consumers, thus achieving sustainable economic development.