Paper 1: On Corporate Green Marketing Strategy Driven by Social Responsibility
Introduction:
The core of green marketing is the coordinated development of economic interests, consumer demand and environmental protection, and its ultimate goal is to promote the sustainable development of enterprises and make enterprises bear more social responsibilities.
Many scholars have discussed how to promote enterprises to assume more social responsibilities by implementing green marketing.
Based on this, this paper focuses on the driving force of green marketing strategy under corporate social responsibility, and thinks about the relationship between green marketing and corporate social responsibility, which is the key to solve the lack of green marketing motivation.
First, corporate social responsibility promotes enterprises to carry out green marketing.
Green marketing refers to the realization of R&D, pricing, promotion and distribution of specific products based on environmental benefits and the harmony between man and nature, with the goal of unifying economic benefits, ecological environment, enterprise interests, consumer interests and social interests [1].
Green marketing requires enterprises to adopt overall marketing activities, so that enterprises can establish environmental awareness in the marketing process. Pollution-free and zero emission? 、? Without any bad ingredients? And then what? No pollution? This principle runs through the whole process.
In this regard, when an enterprise pursues both economic profit and social mission, and enjoys the benefits together with its partners, it is actually fulfilling its corporate social responsibility.
In fact, no enterprise will implement green marketing, especially small and medium-sized enterprises in the development stage, if it is not driven by economic interests.
90% of SMEs' difficulties in implementing green marketing mainly come from concerns about costs and benefits.
In this context, the driving force of energy conservation and environmental protection advocated by the government is particularly important.
Second, green marketing is the ultimate way to realize corporate social responsibility.
(1) Protect the interests of consumers.
For green marketing, protecting consumers' interests mainly includes two aspects.
First of all, products should be safe and reliable.
Products must meet the quality standards, reduce the use risk and ensure the safety of consumers.
Another aspect is the environmental protection and energy saving of products.
The production and use of products should conform to the principle of environmental protection, and should not be luxuriously packaged, and should not be used to pursue profits and thus destroy the social and natural environment.
In marketing activities, enterprises and consumers are interrelated and mutually restricted [2].
(2) Protect the environment from damage.
On the one hand, enterprise marketing activities need to improve environmental quality.
If we can coordinate development, it will promote the harmonious development of human society.
Environmental protection does not oppose the marketing activities of enterprises and people's consumption behavior, but it requires enterprises to pay attention to improving environmental quality and provide consumers with high-quality products.
On the other hand, enterprise marketing decisions need to consider environmental costs.
Enterprises should take some positive measures to limit the damage to the environment, such as calculation? Polluter pays? And then what? Use environmental compensation? Environmental costs.
Green marketing can make enterprises consciously assume social responsibility, which is beneficial to the present and the future.
Third, realize the social responsibility of enterprises under the competition of green marketing.
In the context of green marketing, in the long run, more social responsibilities are not only borne by enterprises alone, but also need the positive response of the government, enterprises and consumers.
(1) government responsibility.
Some companies are worried that their competitors will pass? Hitchhiking? In order to gain profits, the government will strive to promote the implementation of green marketing by establishing a strict legal system.
At the same time, the government should actively guide green consumption and improve the distribution of green demand.
In the green marketing system, in addition to supervising laws and regulations, the government is also the driving force to guide green marketing.
The government should make extensive use of media activities to raise the public's environmental awareness and publicize green marketing to the public.
This will promote enterprises to improve environmental awareness and social responsibility, and then implement green marketing.
(2) the responsibility of the enterprise.
Implementing green marketing is not only an important means to reduce energy consumption, but also a necessary guarantee to fulfill social responsibility.
As a modern enterprise, we should run the green concept through the whole marketing process and realize the transformation from traditional industries to green industries as soon as possible.
Under the effective guidance of the government, green marketing requires enterprises to change from passive participation to active practice.
A good enterprise should get out of the narrow economic ideology and create a good demand to meet the public.
The further development of enterprises should be responsible to consumers first, and then to shareholders, which is the performance of truly fulfilling social responsibilities.
(3) the responsibility of consumers.
Whether the social responsibility behavior of enterprises can successfully transmit information to consumers is the key for enterprises to obtain benefits.
This is a long process for consumers to consciously change their consumption values from unconscious acceptance.
In this process, the correct guidance of the government is fruitful and makes most consumers consciously protect the environment.
Responsible consumers will pay more attention to the rationality of resource development and product manufacturing and the correctness of waste disposal.
The survey shows that consumers are more willing to buy organic food without pesticide treatment and pay more attention to power saving and environmental protection, which reflects the great potential of green demand.
Conclusion:
The driving force of green marketing in corporate social responsibility needs the joint efforts of government, enterprises and consumers. The government guides green behavior, enterprises carry out green production and consumers consume green products.
Through green marketing, enterprises not only promote the rational allocation of resources, but also help enterprises to expand market share, gain higher customer loyalty and a larger customer base, and naturally improve their competitiveness.
Therefore, implementing green marketing strategy as soon as possible can make enterprises one step ahead in the fierce competition.
Paper 2: Green Marketing Paper
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 green demand, green design, green production, green price, green market development and green consumption. Green? Take the consumption chain 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 difference between green demand and green technology level caused by different levels of economic development is increasingly used by developed countries as a barrier 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 that 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.