Professor Ken Beatty of the University of Wales in the United Kingdom pointed out in his book "Green Marketing-Business Trend of Turning Crisis into Business Opportunity": "Green Marketing is a management process that can identify, foresee and meet the social needs of consumption, and can bring profits and sustainable management." The concept of green marketing holds that enterprises should comply with the requirements of the sustainable development strategy of the times, pay attention to protecting the earth's ecological environment, promote the coordinated development of economy and ecological environment, and realize the coordination and unity of enterprise interests, consumer interests, social interests and ecological environment interests. From these definitions, we can see that green marketing is a kind of social green demand management aimed at meeting the common interests of consumers and operators, and a green marketing model aimed at protecting the ecological environment.

The so-called 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.

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.

The so-called "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.

At present, the demand for green products in western developed countries is very extensive, while the developing countries can't really realize all the green consumption demand due to the reasons of capital, consumption orientation and consumption quality. Take China as an example. At present, only some food, household appliances and communication products can be partially greened. However, developed countries have implemented and realized the green consumption of all products through various channels and means including legislation. This has cultivated a very broad market demand base and laid a solid foundation for the development of green marketing activities. Take green food as an example. The demand for green food in Britain and Germany is completely self-sufficient. Britain imports 80% of the total food consumption every year, and Germany imports 98%. This shows that the market potential of green products is very huge and the market demand is very extensive.

Green marketing is just a new marketing concept that adapts to the consumption demand of 2 1 century, that is to say, green marketing cannot be divorced from the original marketing theory. Therefore, the formulation of green marketing model, the choice of scheme and the integration of related resources can not be separated from the original marketing theory. It can be said that green marketing is a new marketing method developed under the ideology of people's pursuit of health, safety and environmental protection.

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.

Management content of green marketing

Green marketing management includes the following five aspects:

First, establish the concept of green marketing.

Green marketing concept is the guiding ideology of enterprise production and operation under the condition of green marketing environment. According to the traditional marketing concept, the central issues that enterprises should always pay attention to and study in the production and operation under the condition of market economy are consumer demand, enterprise's own conditions and competitors' conditions. Only by meeting consumer demand, improving enterprise conditions and creating more favorable advantages than competitors can marketing effects be achieved. However, the concept of green marketing has added new ideological content to the traditional marketing concept.

The primary problem of enterprise production and management research is not to coordinate the relationship between the three and the green marketing environment under the condition of traditional marketing factors. The formulation of enterprise marketing decision must first be based on saving energy, resources and protecting the natural environment, so as to promote the new transfer of enterprise marketing foothold.

The study of market consumption demand is based on the traditional demand theory, focusing on the study of green demand, which should consider both actual demand and potential demand.

The focus of competition between enterprises and peers is not the contest of traditional marketing elements and the competition of traditional target market share, but the best marketing measures to protect the ecological environment. It is considered that the continuous establishment and improvement of these measures is the need for enterprises to achieve long-term business goals, which can form and create new target markets and is a magic weapon to win competition.

Compared with the traditional social marketing concept, green marketing concept pays more attention to social interests in energy conservation and environmental protection, based on sustainable development, focusing on the long-term interests of social economy and global interests.

Second, design green products.

Product strategy is the primary strategy of marketing, and enterprises must take green products as the carrier to provide society and consumers with green products that meet the green demand. The so-called green products refer to products that are beneficial to social and environmental improvement or pollution-free products. Compared with traditional similar products, this green product has at least the following characteristics:

① The core function of the product should not only meet the traditional needs of consumers, but also meet the corresponding technical and quality standards. More importantly, it should meet the green needs beneficial to society, natural environment and human physical and mental health, and meet the relevant environmental protection, safety and hygiene standards.

② The physical part of the product should reduce resource consumption and make use of renewable resources as much as possible. Raw materials and auxiliary materials harmful to the environment and human health shall not be added to the product entity. The environmental pollution caused by "three wastes" should be eliminated or reduced in the process of product manufacturing.

(3) The packaging of products should reduce the consumption of resources, and the waste of packaging and the residue of scrapped products should become new resources as much as possible.

The focus of product production and sales is not to guide consumers to consume in large quantities, but to guide consumers to consume correctly and produce moderately, and to establish a brand-new aesthetic production concept.

Third, set the price of green products.

Price is a sensitive factor in the market, and pricing is an important strategy in marketing. To implement green marketing, we must study the pricing of green products. Generally speaking, when green products are put into the market, their production cost will be higher than that of similar traditional products, because the environmental protection cost of products should be included in the cost of green products, which mainly includes the following aspects:

(1) Development funds paid to increase or improve environmental protection functions in product development.

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

(3) The resource cost that may increase due to the use of new green raw materials and auxiliary materials.

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

However, the increase in product prices will be temporary. With the development of science and technology and the improvement of various environmental protection measures, the manufacturing cost of green products will gradually decrease and tend to be stable. Enterprises should of course consider the above factors when setting the price of green products. On the other hand, it should be noted that with the enhancement of people's awareness of environmental protection and the increase of consumers' economic income, consumers' acceptable price concept of goods will gradually coordinate with their consumption concept. Therefore, marketing green products can not only make enterprises profitable, but also gain advantages in peer competition.

Fourthly, the channel strategy of green 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 can formulate strategies 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.

Fifth, 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.

Green demand of green marketing

The basic theory of marketing tells us that the purpose of marketing is to continuously meet the needs of customers and cater to the consumption trend of consumers from different demand levels. That is what we often call Maslow's demand analysis. When human society pays more attention to consumption quality, environmental protection, safety and health and social sustainable development, green demand arises. When making a green marketing plan, enterprises must carefully analyze and verify the green demand, so as to lay the foundation for further green marketing work.

First of all, green demand is the product of the development of human society. After only a hundred years of history, the industrial civilization of human beings has paid a heavy price to the earth, which is also the price that human beings should bear. With the aggravation of ecological and environmental problems such as resource shortage, further deterioration of environment, depletion of fresh water, atmospheric destruction and global warming, people began to deeply root ecological concepts and HSE health, safety and environmental protection concepts in human thinking concepts, and then formed habits, that is, green habits, which gave birth to green demand.

Second, green demand is the necessity for human beings to pursue high quality and high grade. Maslow's demand theory tells the hierarchy of human social needs. When people no longer rush about for basic needs, people begin to pursue the quality of life: the pursuit of quality of life is characterized by paying more attention to ecological environment protection, and the pursuit of quality of life is characterized by the tendency to consume pollution-free products and green products. Because of the characteristics of these products, people can meet the quality and improve their taste in the process of consumption;

Third, green demand is the product of the formation of new consumption concepts. The new consumption concept pays attention to meeting basic consumption, and at the same time, it begins to consider the added value brought by basic consumption. For example, people have been considering emission standards when buying a car, and fluorine-free refrigerators have entered thousands of households, and people have begun to pay attention to the safety protection of clothing on human health. These are the impacts of emerging consumption concepts on traditional demand. In fact, with people's understanding and strengthening of the concept of ecological environmental protection, people have changed their original consumption concept. Many people have actively rejected non-green products. These people are willing to stand on the standpoint of green consumption and pay for the sustainable development of human society, which is very forward-looking.

Fourth, the legalization of green demand and extensive social propaganda. In order to better promote green consumption and cultivate green demand, some countries, especially developed countries, have formulated and promulgated relevant laws and regulations to standardize and promote green demand and realize green consumption. The Uruguay Round Agreement on Trade Barriers stipulates: "No country shall be prevented from taking measures to protect the life and health of human beings, animals or plants and protect the environment." This actually provides a legal basis for the "product greening" of international import and export.

Green products of green R&D, green production and green marketing.

This is the process of creating a green consumer carrier. The premise for enterprises to implement green marketing is to have the concept of green management. Only under the guidance of this advanced concept can they truly realize green marketing, guide green consumption and create green benefits. The various processes of traditional enterprises are relatively closed, and only the marketing and service processes are conducted openly. Green marketing requires enterprises to be open from green research and development, green production to green marketing, and must show green characteristics and make essential changes in their concepts. For example, the basic premise of R&D work is that products should be green. At present, many enterprises have done a lot of work in this field and achieved many results. Such as green TV, environmental protection and energy-saving refrigerator, environmental protection and energy-saving car, green food, green health underwear and so on. , have entered people's lives in a colorful way. Many enterprises have established green R&D laboratories and have a group of green engineers with high professional quality, which is undoubtedly a great impetus to the green process of human society.

Although the fineness of green products is not very high at present, it is gratifying that both enterprises and individual consumers are beginning to pay attention to the problem of "product greening". This is of great significance to the rise of the green trend.

Green marketing mix strategy

I. Green Marketing Plan

The implementation of green marketing strategy can not be separated from the long-term development planning and strategy of enterprises. Enterprises must make full preparations for the implementation and development of green marketing in order to provide the necessary conditions for green marketing. All these require enterprises to make a reasonable market positioning for their products and brands, analyze the potential market capacity and purchasing power of potential customers, effectively integrate green marketing resources, give play to the unique role of green marketing, foster strengths and avoid weaknesses, and maximize the comprehensive benefits of green marketing.

In view of the strategic significance of green marketing, enterprises are required to have a clear green development plan as the basis for the implementation of green marketing plan. Among them, green plans such as product green development cycle, green brand implementation plan, green product research and development plan, green marketing promotion plan, green marketing service channel plan, green business flow logistics value flow plan and green marketing management plan should be described in detail.

In addition, before the implementation of green marketing, enterprises should systematically plan the process management, human resource management, capital flow and value flow of green marketing, ensure the timely and effective integration of various resources in the marketing process, promote the implementation of the whole green marketing process, and lay a solid foundation for ultimately achieving a win-win situation for all stakeholders.

Second, green products and brand strategy

The development of marketing theory has given us a * * * knowledge: marketing begins with purchasing. The beginning of green marketing is from the source. Only in this way can we ensure the effective operation of green product supply chain, finally realize green consumption, and achieve the purpose of protecting the ecological environment and reducing pollution.

First of all, green product design has become a top priority. Enterprises adopting green marketing are required to check the material selection, product structure, functional performance, design concept and manufacturing process, strengthen the control and selection of ecology, environmental protection, energy saving and resource utilization, and ensure the realization of green consumption. In addition, all kinds of green factors that may be affected should be considered in product packaging, transportation, storage and use, waste treatment and other links.

Secondly, green products focus on comprehensive effects. In other words, green products should reflect health, safety and environmental protection, as well as a sense of responsibility to society. They should take the content that originally belonged to social functions into account in the management of enterprises, and take on the obligation to solve these social problems seriously and responsibly.

In addition, only by establishing a good and healthy corporate image can enterprises truly realize the task of building a green brand. When implementing brand strategy, enterprises should grasp the carrier of green products, endow green brands with more connotations, embody green management culture, instill green management concepts, enrich brand carrying capacity and expand brand depth, so as to optimize and maximize brand value. The green brand strategy includes the following contents: first, the green brand positioning with a high sense of responsibility; Second, fine and healthy green brand maintenance; Third, scientific and systematic green brand management; The fourth is to persistently modify the green brand for a long time.

Third, the price strategy and market positioning of green products

First of all, green products have high added value and excellent quality, and have incomparable advantages in many aspects such as health, safety and environmental protection. Therefore, we should focus on higher consumer demand in its market positioning. Enterprises can make different product positioning for different markets according to market environment factors. Research shows that in developed countries in Europe and America, even ordinary consumption tends to be green consumption, so green products are already very common there, and their market positioning is of course more common; However, in developing countries, the consumption of green products is still very small, and it is still a luxury for ordinary consumers, so it must be positioned on a higher basis.

Secondly, in terms of price strategy, green products have higher added value than ordinary products because of their high environmental protection cost, strong uniqueness and high requirements for product selection and design, so it is extremely normal that their prices are higher than ordinary products. Consumers are also willing to accept such a price. Therefore, when pricing green products, enterprises should fully consider environmental protection costs, R&D and design costs, as well as other costs such as green packaging, green materials, green channels and green services, so as to formulate more reasonable market prices for enterprises and consumers. Gradually instill in consumers the modern concepts of "polluter pays" and "paid use of the environment".

In addition, enterprises should follow the general product pricing strategy when pricing green products. According to market demand, competition, market potential, production capacity and cost, imitation difficulty and other factors. We can't adopt skimming pricing strategy completely blindly, and we can't adopt penetrating pricing strategy completely. It is absolutely necessary to pay attention to the collection and analysis of market information, analyze consumers' green consumption psychology and formulate a reasonable and feasible green price scheme.

Fourth, the green channel strategy.

The key for enterprises to implement green marketing is the smooth flow of green marketing channels. Only by fully ensuring the unimpeded flow of green product logistics, business flow, value flow and information flow in the channel can enterprises finally realize green consumption. In the construction of green channel, enterprises should combine the characteristics of products, give full play to the green characteristics of products and realize the greening of channels.

First, establish a special channel for green marketing. We know that it is impossible for enterprises to completely exclude non-green products in the process of green marketing. Usually, the leading products of enterprises are non-green products, and green products are only a part of enterprises. In this case, in order to save costs and channel expenses, enterprises may put green products into ordinary channels for sale. On the surface, it can save a lot of costs, but in the long run, it will reduce the value of corporate green products, consume the reputation and brand value of corporate green brands, and some green brands or products will quit the field of green marketing. Obviously, it is unwise and undesirable to confuse green marketing with ordinary marketing channels. To this end, we suggest that enterprises should build pure green channels separately if they want to carry out green marketing.

Second, green represents health and progress, and green middlemen or distributors should also have a good green nature and temperament. On the one hand, green dealers or middlemen should have a good green reputation and be able and willing to contribute to the green cause; On the other hand, it can accept and uphold the concept of green marketing, and requires it to pay attention to the importance of green environmental protection in its daily business process, and has obtained considerable green benefits from its green management; Then, green dealers or middlemen are willing to accept the green guidance related to the enterprise in the daily operation process, adopt legal and feasible green competition means, and implement the green and healthy competition order of sustainable development.

Third, as an aid, enterprises can open some green franchisees to ensure the "pure green operation" of franchisees, which will play a greater role in establishing a good green reputation of products and ensuring consumers' awareness of green products.

Five, green promotion strategy

Green promotion is the general name of all kinds of promotion activities around green products. Its core is to establish the green and healthy image of enterprises through related activities, enrich the connotation of green marketing and promote the promotion and consumption of green products. In this way, enterprises can consolidate the market position of their green products and develop the green market capacity.

Enterprises should strictly distinguish between green promotion and traditional promotion activities. Green promotion should focus on specific marketing and promotion activities, and implement the green action of enterprises. Enterprises can publicize their actions in the green field through some media, actively participate in various public welfare environmental protection activities, vigorously advocate the promotion and use of green environmental protection products, and take the lead in promoting some meaningful environmental protection undertakings.

In addition, green marketing itself is a cause with a high sense of responsibility. Enterprises must always be responsible for nature, others, the future and competitors, dedicate their green love, raise public awareness of green and guide green consumption demand.

Therefore, to formulate a green promotion strategy, we should not only highlight humanistic factors such as love, responsibility and dedication, but also have a long-term strategic vision, combine the long-term interests of enterprises with the short-term goals of enterprises, and promote them in a focused and orderly manner, without bluffing and unrealistic.

Intransitive verb green service

With the continuous development of economy, service has changed from the original marketing auxiliary function to the main marketing function to create marketing value. The green service of green marketing is even more essential, which will play an extremely important role in realizing the ultimate value of green marketing. With the enhancement of enterprise service consciousness in recent years, ordinary product marketing enterprises have opened up epoch-making green service channels in their services, which greatly facilitated the communication between consumers and product suppliers, not only solved the worries of customers, but also established channels for the collection and transmission of enterprise information. Green marketing should establish green service channels. The establishment of this channel will play the following roles: first, spread the concept of green consumption and reduce the misunderstanding of green consumption; The second is to truly solve the problems of consumers in green consumption from a professional perspective and guide consumers to make pure green consumption; The third is to realize the value reengineering of green products. Through green service, we can reduce the waste of resources, save material consumption, reduce the cost of environmental protection, and implement comprehensive utilization of resources to maximize the value of green products in green service.

Seven, green management

In the process of promoting green concept to the outside world, enterprises should also integrate green concept into their own production, operation and management activities. At present, the international common practice is the "5R" principle: research is to incorporate environmental protection into enterprise management decisions, attach importance to environmental protection and related environmental countermeasures; By adopting new technologies, new processes and new materials, the discharge of hazardous wastes and foreign bodies will be reduced or eliminated; Rediscover, actively carry out scientific research activities, turn ordinary products into green products, and actively build green brands; Recycling, recycling waste products; Reserve personnel, actively participate in environmental remediation activities, cultivate employees' awareness of environmental protection, and establish a green image of enterprises.

Only by establishing green development strategy, implementing green management strategy and making green marketing plan can enterprises accelerate the formation of enterprise green corporate culture, popularize green technology and green production, produce products that meet the public's green demand, and realize the sustainable development of society and enterprise economy.

The concept of green marketing requires entrepreneurs to have overall and long-term development consciousness. Enterprises must always pay attention to the infiltration of green consciousness when making enterprise development plans and making production and marketing decisions and management, and change from "terminal management", a passive and expensive way to deal with environmental problems, to active, active and meticulous environmental management. Under the goal of sustainable development, we should adjust our behavior, from simply pursuing short-term optimization goals to pursuing long-term sustainable optimization goals, and take sustainable goals as the basic goals of enterprises.

Green marketing has the following characteristics:

1. Comprehensive characteristics. Green marketing combines the concepts of marketing, ecological marketing, social marketing and big marketing. The focus of marketing concept is to meet consumer demand, and "all for the needs of customers" is the highest criterion for enterprises to formulate all work; The concept of eco-marketing requires enterprises to organically combine market demand with their own resource conditions, and their development should also be coordinated with the surrounding natural, social and economic environment; Social marketing requires enterprises not only to meet the needs of consumers according to their own resource conditions, but also to meet the current and long-term needs of consumers and the whole society, advocate the long-term interests of society and promote the development of human society itself; Large-scale marketing is based on the four elements of traditional marketing (namely, product, price, channel and promotion) and the relationship between power and the public, so that enterprises can successfully enter a specific market. Strategically, they must coordinate the use of economic, psychological, political and public relations and other means to obtain cooperation and support from foreign or local parties concerned. Green marketing concept is the synthesis of various marketing concepts, which requires enterprises to obtain profits, coordinate the interests of the three parties and realize sustainable development on the premise of meeting customer needs and protecting the ecological environment.

2. Unified characteristics. Green marketing emphasizes the unity of social benefits and enterprise economic benefits. Enterprises should not only consider the economic benefits of products, but also the long-term interests and physical and mental health of the public when making strategic decisions on the implementation of product strategies, so as to make products stand firm in the big market. In order to seek sustainable development, human beings must restrain themselves, respect the laws of nature, and realize the mutual promotion and coordination of economy, natural environment and quality of life. The awakening of the public's green consciousness makes them not only consider the impact on physical and mental health, but also consider the impact on the earth's ecological environment when buying products, condemn enterprises that destroy the ecological environment, and refuse to accept products, services and consumption patterns that are harmful to the environment. Only when countries, enterprises and consumers firmly establish green consciousness and put it into practice at the same time can green marketing flourish.

3. indifference. Green standards and signs show the indifference of the world. Although different countries in the world have different standards for green products, they all require that product quality, product production, use, consumption and disposal meet the requirements of environmental protection and have no harm to the ecological environment and human health.

4. Two-way characteristics. Green marketing not only requires enterprises to establish green concepts, produce green products and develop green industries, but also requires consumers to buy green products, consciously resist harmful products and cultivate green concepts. Green marketing is also an important way to reduce resource consumption and improve economic benefits. Japan has launched a green car with 25% energy saving and 80% less exhaust emissions; The United States has developed a small car with a combustion efficiency three times higher than that of existing cars, introduced a current control chip using idle computer parts, and popularized low-radiation energy-saving TV sets ... More and more facts have proved that only by developing clean technology, producing green products, and promoting the control and prevention of the whole production process can we establish a resource-saving economy that saves energy, saves water and land, realize the transformation of production methods, and accelerate the comprehensive development model of industry, transportation and communication. The first basic principle put forward by the Business Charter Committee for Sustainable Development jointly convened by the International Chamber of Commerce and the United Nations Environment Programme in Paris clearly points out that if sustainable development and environmental protection are the primary goals of enterprise development, then only "green enterprises" can be competitive. The rise and development of green marketing has further cultivated consumers' environmental protection concept. The emergence of a large number of green foods has set off a wave of loving green foods and promoted the formation of green consumption consciousness; The use of degradable tableware not only reduces "white pollution", but also enhances people's awareness of protecting the environment and preventing pollution; The application of recyclable batteries has also greatly promoted people's concept of saving resources and recycling waste ... The further cultivation and strengthening of consumers' environmental protection concept directly affects the process of sustainable development. People are thinking, expecting and hoping that green marketing can make the world truly return to nature and green.