What is green marketing I don't understand

Green marketing refers to the enterprise to environmental protection as the guiding ideology of business, to green culture as the values, to the consumer's green consumption as the center and starting point of marketing concepts, marketing methods and marketing strategies. It requires enterprises to implement the principle of combining their own interests, consumer interests and environmental interests in their operations. Therefore, green marketing management includes the following five aspects:

One, set up a green marketing concept

Green marketing concept is the guiding ideology of production and operation of enterprises under the conditions of green marketing environment. The traditional marketing concept that enterprises in the market economy under the conditions of production and operation, should always pay attention to and study the central issue is the consumer demand, the enterprise's own conditions and competitors in three aspects, and that meet consumer demand, improve business conditions, create more favorable advantages than competitors, you can achieve marketing results. The green marketing concept is based on the traditional marketing concepts to add a new ideological content.

Enterprise production and management research is not the primary issue in the traditional marketing factors under the conditions of the coordination of the three aspects of the relationship between their own interests, but the relationship with the green marketing environment. Enterprise marketing decision-making must first be established in favor of saving energy, resources and protection of the natural environment on the base, prompting a new shift in the foothold of enterprise marketing.

The study of consumer demand in the market is based on the traditional demand theory, focusing on the study of green demand, and that this green demand should not only take into account the actual demand, but also look at the potential demand.

The focus of competition between enterprises and their counterparts does not lie in the competition of traditional marketing elements and the competition for the share of traditional target markets, but in the marketing measures for the best protection of the ecological environment, and believes that the continuous establishment and improvement of these measures is a necessity for the enterprises to realize their long-term business objectives, which can form and create new target markets and is a winning strategy for competition.

Compared with the traditional concept of social marketing, green marketing concept focuses on social benefits more clearly identified in the energy saving and environmental protection, based on sustainable development, looking at the long-term socio-economic interests and global interests.

Two, the design of green products

Product strategy is the first strategy of marketing, the implementation of green marketing enterprises must be green products as a carrier for society and consumers to provide green products to meet green needs. The so-called green products refer to products that are beneficial to society and the environment, or pollution-free products. Such green products have at least the following characteristics compared with traditional products of the same kind:

①The core function of the product should be able to meet the traditional needs of consumers, in line with the corresponding technical and quality standards, but also to meet the green needs of society, the natural environment and the physical and mental health of human beings, in line with the relevant environmental protection and safety and health standards.

② The physical part of the product should reduce the consumption of resources, as far as possible, the use of renewable resources. The product entity should not add harmful to the environment and human health of raw materials, auxiliary materials. In the product manufacturing process should be eliminated or reduced "three wastes" of environmental pollution.

3 product packaging should reduce the consumption of resources, packaging waste and product end-of-life residues should be as far as possible to become a new resource.

④The focus of product production and sales is not to guide consumers to consume large quantities and produce large quantities, but to guide consumers to consume correctly and produce the right amount, and to establish a new aesthetic concept of production.

Three, the development of green product prices

Price is a sensitive factor in the market, pricing is an important strategy for marketing, the implementation of green marketing can not help but study the development of green product prices. Generally speaking, green products in the market input period, production costs will be higher than similar traditional products, because the cost of green products should be accrued in the cost of product environmental protection, including the following aspects:

1) in the development of products, due to the increase or improvement of environmental protection functions and the payment of research and development funds.

② in product manufacturing, due to the development of the environment and the human body without pollution, no harm to increase the cost of the process.

③ The possible increase in resource costs due to the use of new green raw materials and auxiliary materials.

④Management costs and selling expenses that may increase due to the implementation of green marketing.

But the rise in product prices will be temporary, with the development of science and technology and a variety of environmental protection measures to improve the manufacturing cost of green products will gradually decline and stabilize. Enterprises to develop green product prices, on the one hand, of course, should take into account the above factors, on the other hand, it should be noted that, with the enhancement of people's awareness of environmental protection, the increase in the economic income of consumers, the consumer's concept of acceptable price of goods will gradually harmonize with the concept of consumption. Therefore, the enterprise marketing green products can not only make the enterprise profit, but also in the peer competition to gain an advantage.

Four, green marketing channel strategy

Green marketing channel is a green product from the producers to consumers through the channel. Enterprises to implement green marketing must establish a stable green marketing channels, the strategy can be from the following aspects of efforts.

①Inspire and guide the green consciousness of intermediaries, establish appropriate interest relations with intermediaries, constantly discover and select enthusiastic marketing partners, and gradually establish a stable marketing network.

② Pay attention to the work of the relevant links in the marketing channel. In order to truly implement green marketing, from the choice of green transportation, the establishment of green warehouses, to green loading and unloading, transportation, storage, the development and implementation of management practices, a series of green marketing channels to do a good job of the basic work.

③As far as possible to establish a short channel, wide channel, reduce the consumption of channel resources, reduce channel costs.

Five, green marketing promotional activities

Green promotion is through green promotional media, to convey green information, guidance on green consumption, inspired to guide the green needs of consumers, and ultimately contribute to the purchase behavior. The main means of green promotion are as follows:

①Green advertising. Through the advertisement of the product's green function positioning, guide consumers to understand and accept the advertisement demand. In the market of green products in the input period and the growth period, through a large number of green advertisements, create a green marketing atmosphere, stimulate the consumer's desire to buy.

②Green promotion. Through the green marketing personnel green sales and business promotion, from the sales site to the sales field, directly to consumers to publicize, promote the product green information, explanation, demonstration of the green function of the product, to answer the consumer green consulting, green marketing of various environmental status quo and development trends, to stimulate the consumer's desire to consume.

At the same time, through the trial, gifts, contests, preferential and other strategies to guide consumer interest, leading to purchase behavior.

3 green public relations. Through the enterprise's public relations personnel to participate in a series of public relations activities, such as publishing articles, speeches, film and television broadcasting, social networking, participation in environmental public welfare activities, sponsorship, etc., a wide range of contact with the public, enhance the public's awareness of the green, to establish a green image of the enterprise, for green marketing to establish a broad social basis for the development of green marketing industry.

Green marketing is generated under the condition of consumers' green demand, so green demand is the driving force of green marketing. Therefore, enterprises should focus on cultivating green cultural awareness, thus forming the cultural environment of green marketing; in the process of product design, manufacturing and service, continuous research and creation of scientific and technological achievements conducive to the protection of the ecological environment, the physical and mental health of consumers, the formation of green marketing science and technology environment; to whether the best to meet the green needs of consumers as the focus of the competition between enterprises, the formation of a new competitive environment for marketing.

Although green marketing is the extension and expansion of traditional marketing, but it is, after all, the product of the current stage of socio-economic development, so it is compared with the traditional marketing, whether it is the marketing concept or marketing mix strategy, are showing their own unique, new connotation, showing the tenacity of the vitality of the green marketing is bound to become the mainstream of marketing in the 21st century.