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Analysis of Enterprise Green Marketing Strategy

This paper expounds the concept, characteristics and significance of green marketing, and advances some strategies for developing green marketing, namely, green products, green prices, green channels and green promotion, so as to realize the sustainable development of enterprises.

Keywords: enterprise marketing, green marketing, green marketing strategy

In recent years, with the improvement of economic level and the awakening of consumers' awareness of green consumption, more and more enterprises realize that in order to survive and develop in the fierce competition market, they must find a new marketing concept to guide their marketing activities, and green marketing came into being.

First, the concept of green marketing

Consumers realize that environmental deterioration has affected their quality of life, lifestyle, and even the survival and development of future generations, and require enterprises to take social responsibility and produce and sell green products that do little harm to the environment, so the concept of green consumption came into being. Green marketing is driven by the concept of green consumption. Enterprises take environmental protection as their business philosophy, green culture as their values, and green consumption of consumers as their starting point, and strive to meet the green consumption needs of consumers. It requires enterprises to seek the unity of consumers, enterprises, society and ecological interests in marketing activities. They should not only meet the needs of consumers and achieve the goals of enterprises, but also pay full attention to the balance of natural ecology. The core is to choose and determine the marketing mix strategy according to the principles of environmental protection and ecology.

Second, the characteristics of green marketing

Green marketing is a kind of green marketing activity characterized by protecting the environment and returning to nature. Its main features are:

1. Advocate green consumption consciousness

The core of green marketing is to advocate green consumption consciousness and make consumers realize that using green products and adopting green lifestyle can not only improve their quality of life and health, but also improve the ecological environment and leave sustainable wealth for future generations. While cultivating consumers' awareness of green consumption, we should cultivate a mature green market.

2. Implement the green promotion strategy.

Because green marketing puts forward environmental protection requirements for enterprises, the promotion strategy of enterprises has changed a lot. The focus of enterprise marketing activities has changed from simply pursuing profit growth in the past to paying attention to ecological environment protection in marketing activities and promoting the coordinated development of economy and ecology. Enterprises pay attention to the use value, social value and environmental value of green products when promoting sales.

Step 3 use green signs

In the period of green market development, the use of green logo is an important feature of green marketing. Sticking green signs on enterprise products is convenient for consumers to identify and consume green products, protect the interests of enterprises producing green products and protect the legitimate rights and interests of consumers. At the same time, it puts market pressure on non-green product manufacturers to help the green market mature as soon as possible.

4. Cultivate green culture

The development of green marketing has promoted the construction of enterprise green culture, and green culture has become the core content of enterprise culture. In the construction of green culture, corporate goals and environmental goals are integrated, and corporate marketing concepts and ecological concepts are integrated. Within the enterprise, it is necessary to cultivate employees' green ideas, establish a green management system, and form a green cultural atmosphere in which everyone has green ideas and everyone publicizes them.

Third, the significance of green marketing

1. Green marketing can promote the implementation of social sustainable development strategy.

The strategy of sustainable development means that social and economic development must be coordinated with the natural environment and social environment to ensure a virtuous circle of social, economic and environmental development. In order to protect China's natural resources and environment, the government has constantly improved environmental protection laws and regulations, improved the law enforcement environment, improved environmental monitoring techniques and means, and increased penalties for acts that endanger the environment, and enterprises have paid more and more for polluting the environment; At the same time, the voice of social groups to protect the environment is getting louder and louder, and enterprises can no longer waste resources and pollute the environment to survive and develop as before. This forces enterprises to combine human survival, society and sustainable development of enterprises, and apply limited natural resources and living environment to economic activities, so as to improve and enhance human social welfare and promote the implementation of social sustainable development strategy.

2. Green marketing is conducive to the international operation of enterprises.

Protecting the earth on which human beings depend has become the knowledge of responsible governments in all countries. In international trade, in order to protect the physical and mental health of their citizens and encourage enterprises to develop and produce products conducive to environmental protection, governments of various countries have formulated harsh green standards, stipulating that all products without green certification are strictly prohibited from entering 1: 3. In this way, products that have not obtained green certification are strictly restricted and excluded from the international market. Only by actively developing green products, striving for international green certification marks and carrying out green marketing activities in an all-round way can China enterprises break the "green barrier". Expand the product output and international market share of 1: 3, and promote the international operation of enterprises.

3. Green marketing is beneficial for enterprises to occupy the market and expand market share.

With the development of economy and the improvement of people's income level, consumers' consumption concept has changed from simply pursuing quantity enjoyment to improving quality; In addition, with the enhancement of environmental awareness, people realize that excessive consumption of natural resources and environmental pollution will deepen the disaster of the earth's ecosystem and endanger human survival. It is an inevitable trend for consumers to consciously consume green products. In view of the changes in the consumer market, enterprises must change their business philosophy, implement a green marketing strategy with green production, green consumption and environmental protection as the core, provide green products for consumers, meet their green needs, expand their market share and enhance their market competitiveness.

4. Green marketing can create green civilization and promote enterprises to shape green culture.

Green civilization is a new civilization that pursues the harmonious existence and development of environment and human beings. Through green marketing activities, the relationship between enterprises, environment and social development can be coordinated, so that economic development can not only meet the needs of contemporary people, but also pose no threat to the survival and development of future generations and promote the progress of social civilization. Green corporate culture emphasized that through everyone's joint efforts, the earth and environment we live in will become better, and everyone will take responsibility and put it into action. It has rich connotation and strong vitality.

5. Green marketing can establish a green image and win a unique competitive advantage.

In today's increasingly fierce market competition and increasingly important environmental protection, it is a means for enterprises to stand out from the competition, carry out green marketing, establish a green enterprise image and win a unique competitive advantage. By adopting green technology and developing green products, enterprises integrate the concept of environmental protection into production and business activities, and pay attention to environmental protection from the aspects of production process selection, equipment construction, product design, raw material adoption, production process formulation, packaging method formulation and waste disposal. , can take into account the relationship between consumer demand, enterprise interests and environmental protection, so as to win the support of the government and the good feelings of consumers, so as to establish a good corporate image and win a competitive advantage.

Green marketing can improve the efficiency of resource utilization and enterprise benefits.

Because the green marketing activities of enterprises are always closely linked with saving resources and energy, improving resource utilization efficiency and attaching importance to environmental protection, the process of green marketing is that enterprises strive to improve the utilization rate of resources and energy and reduce environmental pollution as much as possible. The process of realizing sustainable development and intensive management, and because of the good quality of green products, although the price is higher than similar products, it will still be favored by consumers. Therefore, although green marketing has increased the necessary investment in environmental protection, it has also brought considerable economic and social benefits to enterprises.

Fourthly, the strategy for enterprises to implement green marketing.

Green marketing will become the marketing trend in 2 1 century, which will play a decisive role in the sustainable development of enterprises. Modern enterprises must adopt a series of effective green marketing strategies if they want to gain a firm foothold and grow stronger in the fierce market competition.

1, green product strategy

With the improvement of people's living standards and the enhancement of environmental awareness, people's consumption concept has also changed greatly. When shopping, they pay more attention to the benefits of enterprises and their products to environmental protection and their own health. Under the guidance of this concept, green products are favored.

(1) green design. Green design refers to the product research and development department of an enterprise. When developing products according to the demand of the consumer market, we must first identify whether the demand of consumers is green or not, and whether it will cause harm to the natural environment; Secondly, we should consider what harm the products will cause to the natural environment in the process of production and consumption, and fully consider these hazards when designing products, so as to minimize environmental pollution in the design process. Even if pollution cannot be completely eradicated, we should consider the pollution control measures after product consumption and design products with the concept of environmental protection.

(2) Green production. Green production refers to the use of pollution-free equipment and pollution-free technology in the production process of products to reduce resource consumption, environmental pollution and product pollution. Make the products help to protect the physical and mental health of consumers and reduce the pollution and damage to the environment during consumption.

(3) Green packaging Green packaging refers to packaging that can save resources, reduce waste, be easily recycled or regenerated after use, be easily degraded naturally and not pollute the environment. In the process of packaging products, enterprises should not only reduce their own packaging costs, but also consider the environmental pollution caused by packaging waste, constantly research, develop and use new green packaging materials, and explore a new way of "green packaging", which is conducive to breaking through the green barrier set by new trade protectionism in China.

(4) green sign. Green sign refers to the sign confirmed and issued by government departments or authoritative certification bodies according to the relevant green product certification standards. Enterprise products are recognized as green products, and after being labeled as green, they get a "passport" to enter the green market. Their value has greatly increased, but it should be noted that green products must be genuine, otherwise it will damage the corporate image and affect the sustainable development of enterprises.

2. Green price strategy

In the immature green market, the production cost of green products will be higher than that of similar traditional products, because the environmental protection cost of products is included in the cost of green products, mainly including the following aspects.

(1) Funds paid by R&D Fund to increase or improve the environmental protection function in product development.

(2) The manufacturing process of the product is pollution-free and harmless to the environment and human body, which increases the process cost.

(3) The resource cost that may be increased by using new green raw materials and auxiliary materials.

(4) The management costs and sales expenses that may be increased by implementing green marketing.

The increase of green cost will inevitably be reflected in the price of green products, leading to the increase of green product prices. However, in the immature period of green market, we should distinguish green products from non-green products by implementing high-price strategy. Because the price level affects consumers' judgment on product quality. With the maturity of green market, the development of science and technology and the perfection of division of labor in green society, the cost of green products will gradually decrease and the price of green products will tend to be stable. On the one hand, enterprises should consider the cost factor, on the other hand, they should also pay attention to it. With the enhancement of people's awareness of green consumption and the increase of economic income, the concept of consumption has also changed. From paying too much attention to product prices to paying attention to their own health and environmental protection. Therefore, higher green prices can also be accepted by a considerable number of consumers, making up for excessive green costs and obtaining green profits.