Second, green marketing is the implementation of the concept of sustainable development
(1) Sustainable Development Strategy Calls for Enterprises to Implement Green Marketing
Green marketing is a business trend that turns crisis into a business opportunity. Professor Ken Bi of the University of Wales in the United Kingdom defines it as: “A kind of ability to identify, anticipate and meet consumer and social needs and bring profits and sustainability. The management process of the business.†The “green†meaning of green marketing is to maintain the environment, advocating nature, and promoting sustainable development.
Green marketing is a kind of marketing behavior in which companies take environmental protection as their operating philosophy, green culture as their value concept, and formulating and implementing green marketing strategies to meet consumers' green needs in order to realize their business objectives.
Green marketing is based on the awakening of consumers' green consciousness and the formation of green consumption. Through the development of green products and green industries, we insist on moderate consumption and clean production to seek the integration of human behavior and the natural world in order to achieve the common aspirations of human society. Need - continuous development.
Green consumption is a kind of moderation-constrained consumption that avoids or reduces consumption that is characterized by damage to the environment, respect for nature, and return to nature. Including the consumption of non-polluting articles, it does not pollute the environment during the consumption process, and it consciously resists and does not consume those items that affect the ecology, does not consume rare animals, and does not cause waste of water resources.
Green marketing is an aspect of the sustainable development strategy. Green consumption requires companies to implement green marketing. Green marketing is a requirement put forward by enterprises in the sustainable development strategy of human society.
(II) The theory of sustainable development is the basis of green marketing activities
The sustainable development strategy is a theoretical system. Development is the eternal theme of humanity, and sustainable development is the theme of contemporary humanity. The sustainable development of the modern economy and society is the basic trend for human development in the 21st century. We will build socialism with Chinese characteristics in contemporary China and build our country into a 'socialist modern country with prosperity, democracy, and civilization', and achieve coordinated development of population, economy, society and resources, the environment, and ecology, and take the road of sustainable development. This is our country’s own needs and inevitable choices for achieving cross-century development. It will be the main theme for China’s development in the 21st century. This theme has always been centered on the sustainable development of modern economy. The sustainable development theory with Chinese characteristics is the crystallization of the great practice of China's economic development, and it must also refer to the basis for China’s modernization construction to stick to the path of sustainable development.
The theory of sustainable development consists of the following basic factors:
â— Development is the hard truth. Emphasizing the simultaneous development of the conventional industry and the environmental protection industry, the integration of conventional agriculture and ecological agriculture, and the coordination of urban construction, population engineering, and ecological engineering.
â— The sustainability of development. When development and environmental protection constitute a contradiction, it is necessary to abandon the erroneous concept of "pollution first and then governance," insist on development to reduce the harm to the environment, and to develop even more environmental protection.
â— Enjoy a unified view of the environment and the protection of the environment. Everyone and every company has the right to enjoy the environment, as well as the obligation to protect the environment and compensate for the destruction of the environment.
â— Improve production methods and lifestyles. Change traditional production methods and lifestyles that damage the environment, and limit production and living consumption to sustainable support within the ecological environment.
These basic principles of sustainable development theory have become the guiding ideology of green marketing behavior and activities. A series of green marketing activities and activities are all derived from the sustainable development theory.
(C) All aspects of green marketing are linked to sustainable development
Green marketing includes the introduction of green technologies, the implementation of green design, the production of green products, the introduction of green consumption, the implementation of a green 4PS portfolio, and the strengthening of green marketing management. All of these aspects are linked to the issue of sustainable social development.
1. Introduce green technology. All living things are materials and energy conversion systems, and technology is its means. In the enterprise marketing process, it is inseparable from the introduction of technology. Green marketing is to introduce green technologies to create a more beautiful and less wasteful industrial process network, provide mankind with superior efficiency and productivity, reduce negative impact on the environment, reduce the consumption of raw materials, and make better use of waste. . Such as reducing the amount of carbon used to generate certain energy, make the best use of non-carbon energy nuclear energy, solar energy, and water energy to reduce the side effects of carbon on the Earth's greenhouse effect and smoke.
2. Implement green design. In product design and packaging design, the company strives to reduce the use of materials and reduce the amount of goods packaging or used residues to reduce pollution. Such as the development and design of solar energy-driven new energy-saving pollution-free cars, design from the finished product to the packaging are hard paper for the shell, scrapped recyclable recycled paper can shoot cameras. Designing healthy, environmentally friendly and safe building materials, controlling harmful substances in human bodies within a certain limit, and improving the chemistry of building materials such as paints, wallpapers, plasterboards, etc. that contain harmful substances such as xylene and formaldehyde. Composition design.
3. Produce green products. Green products are safe and pollution-free products. Green foods are high-quality, nutritious and non-polluting foods, and have strict restrictions on chemical compounds such as additives and preservatives. Green clothing is a clothing that uses natural animals and plants as raw materials and maintains the original colors by hand. Green products should be based on the premise of reducing deforestation, energy conservation and pollution. The green house is an ecological building that is far from the embarrassment, reduces the use of chemical building materials, and makes full use of solar energy and wind energy. Green vehicles are characterized by reduced fuel consumption, no use of leaded gasoline, no pollution, and reduced noise. U.S. green products account for 5% to 10% of the total product, and about 6,000 new green products are introduced each year.
4. Guide green consumption. In the process of commodity consumption, companies try to guide consumers to reduce the damage to the environment and harm to others. The implementation of the green environmental protection sign is one of the means to guide green consumption. The green environmental protection mark is a special sign issued by the government's management department to certain products in accordance with relevant standards and regulations. It indicates that the whole process of the product from production to use, recycling and disposal meets specific environmental protection requirements, and consumers use this. The commodities are not only beneficial to their own health, but also harmless or minimally harmful to the ecological environment, and utilize the regeneration of resources.
5. Implement a green 4Ps combination. The 4Ps portfolio of marketing is a combination of products, channels, pricing, and promotion. Each link embodies the connotation of green marketing. Green marketing integrates all aspects of marketing activities, such as pricing, and the pricing of green products is higher than that of similar products. 3% to 15% of the product, or even higher, is used to solve the additional burden of producing green products. Channels use specialized channels that prevent green products from being confused.
6. Green marketing management. The company's management of green marketing activities, in addition to the formulation of specific laws and regulations to be bound, also appoints full-time ecological managers to establish an organization system that guarantees green marketing. In July 1992, China established the “China Green Instrument Development Center†and during the “Eighth Five-Year Plan†eight series and 95 key enterprises were established. In 1995, 620 products across the country were awarded the “Green Food†mark, which indicates that China Has started to conduct green marketing management.
From the above several aspects, the practice of green marketing is also the specific implementation of the sustainable development strategy.
(to be continued)