Green marketing concept:
1. Green marketing refers to conceiving, designing, selling and manufacturing products and services by unifying the interests of enterprises, consumers and environmental protection in the process of production and operation.
2. Green marketing refers to the marketing idea, marketing method and marketing strategy that enterprises take environmental protection as the guiding ideology, green culture as the values and green consumption of consumers as the center and starting point. It requires enterprises to implement the principle of combining their own interests, consumer interests and environmental interests in their operations.
3. "Green marketing" refers to the process that society and enterprises discover, create and choose market opportunities on the basis of fully realizing consumers' growing awareness of environmental protection and the resulting demand for clean and pollution-free products, and meet the needs of consumers and social ecological environment development through a series of rational marketing means to achieve sustainable development. The core of green marketing is to choose and determine the marketing mix strategy according to the principles of environmental protection and ecology. It is a management model based on green technology, green market and green economy, and it is a response to human ecological concerns. Green marketing is not a means to induce customers' consumption, nor is it a "beauty method" for enterprises to shape public image. It is a process of sustainable development and sustainable management, and its ultimate goal is to obtain business opportunities in the process of solving environmental crisis, realize enterprise profitability and consumer satisfaction, and realize the harmony between man and nature.
4. With regard to green marketing, the broad interpretation refers to the social values and ethics embodied in enterprise marketing activities, giving full consideration to social benefits, consciously maintaining ecological balance, and consciously resisting all kinds of harmful marketing.
Green marketing channel is the channel through which green products are transferred from producers to consumers. Enterprises must establish a stable green marketing channel to implement green marketing, and the methods and strategies can start from the following aspects:
① Enlighten and guide the green consciousness of middlemen, establish appropriate interest relations with middlemen, constantly discover and select enthusiastic marketing partners, and gradually establish a stable marketing network.
② Pay attention to the relevant links of marketing channels. To truly implement green marketing, we must conscientiously do a series of basic work of green marketing channels, from the selection of green transportation tools and the establishment of green warehouses to the formulation and implementation of green handling, transportation, storage and management methods.
③ Establish short channels and wide channels as much as possible to reduce channel resource consumption and channel expenses.
Do a good job in green marketing promotion activities
Green promotion is to transmit green information through green promotion media, guide green consumption, stimulate and guide consumers' green demand, and finally promote purchasing behavior. The main means of green promotion are as follows:
(1) green advertisement. By positioning the green function of products through advertisements, consumers can be guided to understand and accept advertising demands. In the market investment period and growth period of green products, a large number of large-scale green advertisements are used to create a green atmosphere for marketing and stimulate consumers' desire to buy.
② Green promotion. Through the green marketing and business promotion of green marketers, from the sales site to the sales site, we directly publicize and promote the green information of products, explain and demonstrate the green functions of products, answer the green consultation of consumers, preach the various environmental status and development trends of green marketing, and stimulate consumers' desire for consumption. At the same time, through trial, gift, competition, discount and other strategies, guide consumers' interest and promote purchase behavior.
③ Green public relations. Through corporate public relations personnel to participate in a series of public relations activities, such as publishing articles, giving speeches, playing video materials, social networking, participating in environmental public welfare activities, sponsorship, etc. , can widely contact the public, enhance the public's green awareness, establish the green image of enterprises, establish a broad social foundation for green marketing, and promote the development of green marketing industry.
Background of green marketing era;
The development process of green marketing in developed countries has basically formed a consumption chain with green demand, green R&D, green production, green price, green market development and green consumption as the main line.