Make clear the structure of the paper first ~ ~

Green marketing (introduction and definition of development)

The awareness of green consumption is rising rapidly (mainly about health, preferably related to eating)

Current situation of catering industry development (preferably cite successful cases)

Write opinions and opinions in combination (just a few things, combining the status quo and logic)

The opening report mainly introduces green marketing, and then describes its importance and its goodness. It's ok to write this topic ~ ~

It's actually quite easy. There is a lot of information on Baidu ~ ~

The content is not necessarily excellent, but it is very useful to be serious ~ ~

If you want to find a ready-made one directly, I still feel unreliable.

The tutor likes to let you do what he asks.

I like to let you change it bit by bit according to his meaning ~ ~

Give you a green marketing format for your reference ~ ~

Introduction: Green consumption pattern and green marketing in life.

Many people think that green marketing is far away from us, but it is not. Today's society advocates a "simple consumption view", which advocates green and pays attention to environmental protection. And this green consumption pattern is vividly reflected in our daily life such as eating, wearing, using, living, traveling and the green consumption of the surrounding environment:

(1) "What we eat today and how to eat it" has become a common concern. Pollution-free, safe, high-quality, natural and nutritious green food has become people's first choice;

(2) Nowadays, with the prevalence of green consumption, consumers' awareness of self-protection is gradually enhanced when buying and wearing clothes. Those once popular chemical fiber textiles have been neglected by consumers, while those pure natural textiles that have been processed by advanced technology and tested by toxicology are welcomed by consumers. Green consumption will go deep into clothing consumption;

(3) The requirements of green consumption are embodied in "use", mainly in the control of resource consumption, packaging and waste of supplies. With the sustainable development and the establishment of the concept of green consumption, some far-sighted manufacturers have invested heavily in R&D and production of more and more environmentally-friendly products, and energy-saving and pollution-free products such as fluorine-free refrigerators, nontoxic water-soluble architectural coatings and pollution-free batteries have come out one after another, which are favored by consumers.

(d) In terms of "housing", we advocate "green housing consumption", and "ecological architecture and decoration" has become the mainstream design concept of housing construction and indoor and outdoor decoration. Pay attention to the scientific and reasonable building materials, structural design, interior and exterior decoration and construction methods, which not only saves resources but also does not produce pollution. For example, in the United States, a number of unique green hotels have been built, and the development of energy-saving houses is being combined with the innovation of urban architectural design style and the strengthening of environmental awareness, which has become an important way to improve the urban environment.

(5) "Travel" is mainly reflected in the choice of means of transportation, actively developing, popularizing and using green means of transportation. With the increasing acceptance of green consciousness, the number of trams and bicycles in some countries and cities has increased greatly; Small cars that are safe and reliable, occupy less land and consume less fuel are welcomed by people. Liquefied petroleum gas is a promising clean energy source in the world, and some countries have already used it in taxis, buses and so on.

(VI) The green consumption of the surrounding environment is mainly reflected in traveling abroad. Under the guidance of the concept of sustainable development, a new type of tourism eco-tourism that returns to nature, understands nature, appreciates nature and protects nature is developing rapidly.

It can be seen that green consumption and green marketing are closely related to us. So, what is green marketing? Next, let's enter today's theme-green marketing, a great progress of human marketing civilization!

One is the rise of green marketing.

As a part of social system, the survival and development of enterprises are closely related to their natural ecological environment. Since the 1990s, some countries have launched a series of "green plans" with the theme of environmental protection, and green marketing has swept the world, making enterprises enter a rational development stage integrating corporate responsibility and social responsibility. For green marketing, many scholars have defined it from different angles. To sum up, there are four representative views:

(7) Product-centered theory This view holds that "green marketing refers to a marketing method that focuses on the environment of products." It emphasizes the purpose of environmental protection, and fundamentally reforms the composition of products, the production process of related products and the disposal methods of waste after consumption. At the same time, it also advocates sponsoring environmental protection organizations and undertakings, and calls on the society to set up authoritative organizations in line with the international Green Cross as soon as possible to publicize the education of "green knowledge".

(VIII) Environmental Centrism This view holds that "green marketing" in marketing means that enterprises should protect the earth's ecological environment, fight pollution to maintain ecology and make full use of resources for the benefit of future generations.

(IX) Interest-centered theory This view holds that "green marketing is a process of planning and implementing the concept, pricing, promotion and distribution of products and services, in order to realize the unity of enterprise's own interests, consumer demand and environmental interests".

(X) Development Center Theory This view holds that "green marketing is a management process that can identify, foresee and meet the needs of consumers and society, and can bring profits and sustainable management".

To sum up the above points, I think the so-called green marketing means that enterprises seek the unity of consumers' interests, enterprises' interests, social interests and ecological interests in marketing activities, which should not only fully meet consumers' needs and realize the profit targets of enterprises, but also pay full attention to the natural ecological balance. Nowadays, the green marketing of enterprises is a long-term, comprehensive and systematic marketing strategy. It takes the concept of environmental protection as its management concept, green culture as its value concept and green consumption as its starting point, and strives to meet the green needs of consumers. For China enterprises in the 2 1 century, implementing green marketing has become an important way for more and more enterprises to go global.

Second, the difference between green marketing and traditional marketing

Compared with traditional marketing methods, green marketing is based on green demand, green consumption and environmental protection, which are closely related and obviously different.

1. The marketing goal has changed from stimulating consumption to pursuing sustainable consumption.

2. The object of marketing service has expanded from consumers to "consumers and society".

3. The nature of "customer" has changed greatly. Traditional marketing only regards people as consumers, and the starting point of its research is how to meet their consumption needs through marketing activities. Green marketing regards people as "social people" with diversified needs, and consumer demand is only a part of the needs of "social people". Green marketing is to study how to meet people's material and spiritual needs through the marketing activities of enterprises, and how to change from uncontrolled consumption of material resources to rational consumption of natural resources.

The meaning of "need" has been greatly developed. The "demand" referred to in traditional marketing is the single material desire and demand of consumers. Green marketing believes that people's needs and desires are diverse, including material needs, spiritual needs and ecological requirements. These needs and desires may conflict with each other, among which ecological requirements is an instinctive and potential need of human beings.

5. Redefine "Customer Satisfaction". Consumers can not only meet the needs of products as economic people, but also meet the deep needs of "social responsibility" as social people.

6. Corporate culture has undergone fundamental changes. Under the traditional marketing conditions, corporate culture is essentially a competitive culture, which competes with the culturally disadvantaged for environmental protection and even produces adverse consequences. Under the concept of green marketing, enterprises implement green culture, pay more attention to people's orientation and value, and regard competitors and upstream and downstream enterprises as partners, especially environmental protection partners. We should cooperate with other manufacturers, distributors and customers, shoulder the responsibility and obligation of balancing the ecological environment and saving social resources, work together to create a green production and marketing atmosphere and create a competitive and cooperative culture in the era of environmental protection.

Third, the significance of green marketing

(A) from the height of strategic thinking to re-understand the development significance of green marketing

(1) Green marketing can promote the rational allocation of resources and improve the utilization efficiency of resources;

(2) Green marketing can promote the implementation of social sustainable development strategy;

(3) Green marketing is beneficial to the international operation of enterprises.

(B) Re-examine the development significance of green marketing from a tactical perspective

(1) Green marketing is beneficial for enterprises to occupy the market and expand market sales;

(2) Green marketing can shape green civilization and promote enterprises to shape green culture;

(3) Green marketing can establish a green corporate image and win a unique competitive advantage.

(4) Green marketing is beneficial for enterprises to improve economic benefits.

Fourth, SWOT analysis of implementing green marketing strategy

(A) Advantages

(1) The green demand in the consumer market is constantly expanding. With the continuous strengthening of the concept of sustainable economic and social development, nature, health and environmental protection have become the fashion and mainstream of current consumption.

(2) Green marketing has a broad space. At present, many enterprises are in the stage of diminishing marginal cost and increasing marginal income. This is because the extensive business model pursued in the past has caused serious waste of resources, great environmental pollution and high production costs. At present, the relevant laws, regulations and policies formulated by the government are inclined to those enterprises that consider the value of resources and environment. This favorable external condition has created a broad space for enterprises to promote green marketing.

(2) Disadvantages

(1) The ideas and concepts of enterprises to promote green marketing are weak. In the past, many enterprises paid more attention to output than quality and public interest, and they didn't know much about green marketing, and they didn't fully understand the changes in market demand caused by consumers' green demand.

(2) The enterprise's green R&D ability is low, and its means are backward. Many enterprises in our country are small in scale, still in the stage of poverty alleviation, with little investment, extensive management and low technical content. The competitive advantage of products largely comes from low factor fees. Therefore, it is difficult for them to improve their technical level and enhance the ability of green R&D in a short time.

(3) Green products have not yet become consumers' first choice. Green products are difficult to become consumers' first choice because of their relatively high cost. Most consumers, especially those in small towns and rural areas, still choose to buy cheap non-green products.

(4) There is no green certification body as a third-party certification body, or there is no authoritative and influential service organization. This not only hinders the development of enterprise ISO 14000 certification, but also is not conducive to consumers' identification of green products. Therefore, when they buy green products, they always have concerns, fearing that what they buy at the price of green products is not really green products.

(5) Environment and resources are public goods, and the implementation of green marketing lacks consciousness and persistence. Green marketing increases the operating costs of enterprises, and the nature of enterprises determines that they will not take the initiative to spend green costs.

(3) Opportunities

(1) is conducive to expanding market share and expanding product sales. Green products or services show that enterprises have the courage to take social responsibility and care about consumers, so it is easier to attract customers. At the same time, this "green" value orientation of enterprises can promote consumers to emotionally favor the products of enterprises, thus expanding product sales.

(2) is conducive to the establishment of enterprise brand, enhance the competitiveness of enterprises. To some extent, "greening" means "differentiation", which distinguishes enterprises from other enterprises and thus has a unique competitive advantage.

(3) Promoting technological innovation of enterprises. Green marketing emphasizes saving resources and protecting the ecological environment as the center, emphasizing the full utilization of resources, preventing pollution, developing new resources and reusing resources, all of which are based on high-tech research. Only by real innovation can enterprises meet the growing green demand of consumers.

(4) It can obtain long-term economic benefits and realize sustainable development. The implementation of green marketing can bring higher marginal income, reduce costs, obtain "green" profits and help enterprises establish a good image. This is a very valuable intangible asset of enterprises, which is very beneficial to the long-term development of enterprises.

(4) threats

(1) Environmental impact uncertainty. When enterprises develop green products and carry out green marketing, the good impact on the environment often cannot be immediately revealed, and it will take a long time to accurately judge. If the green products developed by enterprises have been improved in some aspects, but they have caused new harm to the environment and human body in other aspects, it will cause great damage to the social image of enterprises.

(2) The counterattack of consumers and the government. Some enterprises in China do not organize production according to the requirements and standards of green products in green marketing activities, and their names are false, so they use the green product logo at will. Some are even keen on concept hype, causing extreme resentment from consumers or the government, and disputes and punishments are constantly appearing, which greatly affects the social image of enterprises and puts them in an embarrassing situation.

(3) the uncertainty of government behavior. Green marketing is still a new thing in China, and the government still lacks complete and specific policy guidance and clear evaluation criteria for green marketing activities.

Five, promote the green marketing strategy of the four power system construction

From the above SWOT analysis, we can see that enterprises sometimes lag behind in implementing green marketing. Based on the above analysis, we promote the implementation of green marketing by constructing four power systems: government, society, consumer groups and enterprises.

(A) the government to promote the implementation of green marketing-a systematic analysis of government pressure

Environmental and ecological issues closely related to green marketing activities are major issues involving national and ethnic interests and macroeconomic development, and will be affected by the process of global integration. Therefore, the government should play a leading role in green marketing activities.

(1) The green inclination of the policy and the improvement of the national standards of the industry actively implement ISO 14000 and environmental label certification, which is an indispensable "green card" for entering the international market.

(2) Strengthen legal supervision and manage enterprises according to law. Through government functions to solve the problem of market mechanism failure in green economy, the external economy of production and operation will be internalized, that is, through legal procedures, corporate behavior will be forced to develop in a direction conducive to the improvement of ecological environment.

(B) the implementation of green marketing driven by society-analysis of social thrust system

(1) technical contribution of scientific research institutions. At present, a key issue in developing green marketing in China is how to achieve "both economic and environmental protection". The only way to solve this "dilemma" is to vigorously develop "green technology" and implement technological innovation. It is necessary to fully mobilize the technical contributions of social scientific research units.

(2) public opinion orientation. Public opinion is an invisible powerful force. The promotion process of green marketing should effectively mobilize the power of the media, expand the coverage of ecological education, promote the socialization of green culture and ecological science, and generally awaken the ecological awareness of people from all walks of life and the general public.

(3) The urging of environmental protection organizations. In recent years, the environmental protection movement has been widely carried out around the world. Many enterprises also consciously implement the three "R" management of waste: waste reduction, reuse and recovery.

(C) consumer groups to promote the implementation of green marketing-a systematic analysis of the attractiveness of consumer groups

(1) The green consumption of consumers has greatly promoted the development of international green marketing.

(2) Consumers' sense of price identity is getting stronger and stronger, which is the "leading card" for enterprises to consciously move towards green marketing.

(3) Consumers' trust and loyalty to green brands are enhanced. So that enterprises can reduce their fear that their green marketing products will not be recognized.

(D) Enterprises themselves to promote the implementation of green marketing-analysis of enterprise automation power system

(1) Enterprises implement green management, build a green corporate image, promote green marketing and win a unique competitive advantage. After the implementation of green marketing, enterprises can publicize their green image through mass media and public relations activities. The organic combination of green advertising and green public relations can quickly enrich the green connotation of the brand and shape its green image.

(2) Enterprises implement green price to establish the image of high quality and good price of enterprise products and promote the development of green marketing. Green price refers to the price higher than the price of traditional products because of the increase of green value. Because green products are more in line with the needs of modern consumers, and generally speaking, consumers will agree that green products have higher value, so they are willing to pay higher prices.

(3) The broad potential market space for enterprises to develop green consumption. The change of human lifestyle and the rise of demand level have prompted enterprises to provide green goods with motivation. So in today's society, the concept of consumption has changed greatly, and the lifestyle of excessive consumption has been replaced by moderate consumption. Returning to nature and returning to nature has become the social ideal pursued by people, and enterprises have broad potential market space to meet green demand.

VI. Green Market Development Strategy

Because sustainable development has become the development mode and strategy chosen by most countries in the world, the rapid development of green market is not only the need for enterprises to realize social responsibility, but also an effective way for enterprises to find new growth points and realize their own sustainable development. Developing green market will become the opportunity and task of enterprise development.

Compared with enterprises, green market development can be developed according to two variables: products and customers (consumers), as shown in the following figure:

Old customers, new customers

old

produce

Product strategy 1:

Infiltration strategy strategy 2:

Market expansion strategy

new

produce

product

Strategy 3:

Product innovation strategy strategy 4:

Multiple innovation strategy

Market development strategy chart based on product and customer variables

Strategy one, market penetration strategy. This is a strategy to expand sales by targeting the original green products at the original consumer groups and increasing consumption. Because familiar products are oriented to familiar customers, it is cheap and easy to implement this strategy. If this way can expand the market, it is an ideal choice for enterprises. But generally speaking, unless the original green products do have obvious advantages, or consumers are willing to use more green products because of the improvement of green awareness, otherwise, the implementation of this strategy often requires enterprises to take corresponding promotional measures.

Strategy 2, market expansion strategy. This is a strategy to sell the original green products to new customers and increase sales by expanding the scale of sales targets. The key to implementing this strategy is to attract new customers effectively. Therefore, we must ensure the high quality of green products. At the same time, we should let more consumers know and like this product through advertising, public relations, personnel promotion and business promotion. We must also set an appropriate price level and smooth the sales channels of green products.

Strategy 3, product innovation strategy. This is a strategy to expand sales mainly by developing new green products for existing customers. Developing new products often requires a lot of investment and risk. To this end, decision makers need to have a strong sense of innovation, risk awareness and pioneering spirit. We should do a good job in the preliminary work of product development, especially the market analysis, prediction and technical feasibility of product development. Of course, when new products are put on the market, they should also cooperate with reasonable and sufficient marketing strategies.

Strategy four, multiple innovation strategy. This is a strategy to develop new customers and expand sales while developing new products. Obviously, this is an innovative strategy with the largest content and scope. High risk, high investment and high return.

Seven, green marketing strategy

(A) establish a green corporate image

Corporate image is a comprehensive reflection of all aspects of corporate image, including the images of business operators, managers and all kinds of personnel, as well as the images of corporate products, business methods, business effects, corporate buildings and related signs. Therefore, it is necessary to formulate corporate image strategy from all aspects to form a unified overall image. To establish a green enterprise image, on the one hand, we should make the concept of green marketing penetrate into the consciousness of all employees and make joint efforts for this; On the other hand, we should strengthen publicity to make it recognized by the general public.

(B) the development of green products

The so-called green products refer to products that are beneficial to social and environmental improvement or pollution-free products. Green products are the basis and key link of green marketing. Green product development should pay attention to the following points:

(1) When designing products, we should aim at saving materials and reducing pollution, and it is best to choose non-toxic, harmless and easily decomposed materials. Pay attention to the use of pollution-free and economical new energy and resources.

(2) Enterprises must implement total green quality management to promote cleaner production. Specifically, it can be summarized as the "5r" principle: First, research, that is, paying attention to the research of enterprise environmental countermeasures.

The second is to reduce, that is, do a good job in the treatment of "three wastes" and reduce or eliminate the discharge of harmful wastes.

The third is recycling, that is, recycling waste products.

The fourth is redevelopment, that is, turning ordinary goods into green goods.

Fifth, protection means strengthening environmental education for employees and the public, actively participating in community environmental improvement, and establishing a good image of green enterprises.

Extended product

core product

Actual product

Overall concept map of green products

(C) the formulation of green prices

Green price refers to the price higher than that of traditional products with green added value.

The development of green products usually requires the use of new technologies and cleaner production, which objectively increases the price of green products. However, price is the main determinant for consumers to buy products, which will inevitably affect the development prospects of green products. Therefore, we should seriously straighten out the prices of green products, set prices generally recognized by consumers, and make green consumption fully enter the consumer market in China. In the process of product pricing, policy factors and market factors must be considered.

(1) According to international practice, the government should allow the price of green products to increase by a certain proportion relative to the price of similar products. For example, the Finnish government allows the price of green products to rise by more than 30%; The price of green products in Japan is more than 20% higher than that of general products.

(2) Secondly, we should pay attention to the image of green products in consumers' minds, and determine the operating profit and profit mode of products and choose the pricing strategy of products according to the consumer psychology, purchasing behavior, purchasing ability, market entry difficulty and competition intensity of products in the target market. Commonly used pricing strategies are: market-oriented pricing strategy; Target pricing strategy; Cognitive value pricing strategy; Brief introduction of penetration pricing method.

(D) the establishment of green distribution channels

Whether green marketing can be successfully implemented depends largely on the construction of green distribution channels. Choosing the right green sales channel is the key to increase the market share of green products, expand the sales volume of green products and successfully implement green marketing. Enterprises should make efforts in the following aspects:

(1) Establish green product sales centers in large and medium-sized cities. Large and medium-sized cities generally have superior geographical location and strong radiation ability to surrounding cities. The establishment of the sales center can not only be used as a sales window to display the national and local green products, but also as an information window to communicate the contact between production enterprises and the market.

(2) Establish chain stores of green products. Green product sales outlets can learn from the successful experience of domestic and foreign chain stores and realize unified name, unified price, unified accounting and unified management in combination with local specific conditions. At the same time, you can also set up a distribution center of chain headquarters to organize joint procurement and distribution, which can not only enjoy price concessions because of large-scale direct purchase, but also enhance the competitiveness with other similar products, shorten channels and reduce pollution.

(3) Establish a number of green product counters or franchise stores with the help of existing middleman marketing channels. When choosing middlemen, we should give priority to middlemen who have the same environmental awareness, a good image of green enterprises and can really cooperate. Shops should generally choose prosperous areas, areas with relatively high educational level of residents and areas with relatively large passenger flow.

(5) Implementing green promotion.

Compared with traditional promotion, green promotion emphasizes green factors more. The purpose of green promotion is to establish the green image of enterprises and products through the transmission of green information, so as to coordinate it with the green demand of consumers, thus attracting consumers, enhancing their market competitiveness, and thus promoting the increase of green product sales.

(1) Green advertising is a sharp weapon to promote green consumption, which allows consumers to choose green products that are beneficial to personal health and human ecological balance.

(2) Green public relations is an important way to establish the green image of enterprises and products. Green public relations can help enterprises to deliver green information to market segments that green advertisements cannot reach more directly and widely, and bring competitive advantages to enterprises.

(3) Personnel promotion is one of the main promotion channels for enterprises. In order to effectively implement the green marketing strategy, salespeople must know the green demands of their products in detail, and at the same time answer a series of health and environmental protection questions that consumers care about in detail.

(6) Strengthen green after-sales service.

Green sales service refers to the whole process of service before, during and after sale, with the principle of saving resources and reducing environmental pollution. As an important part of market transaction, it promotes the high-speed and effective operation of the market. In green marketing, green sales service should run through the whole sales process, especially after-sales service. Its goal is not only to meet the green consumption demand of consumers, but also to save energy and resources, encourage reuse, recovery and recycling, reduce pollution and secondary pollution, guide consumers to consciously consume green, and enhance environmental awareness. Enterprises should establish a good sales service network and be responsible for the sales service, consultation, maintenance and recycling of green products. The distribution of service networks should be appropriate, and the distribution should have sufficient service coverage.

(seven) to speed up the green certification work.

The key step for enterprises to implement green marketing, break through green barriers and enter the international market is to obtain a "green pass", that is, ISO 14000 certification and green logo certification. The relevant departments of our government have provided preliminary conditions for enterprises to apply for certification. Enterprises should take the initiative to understand the information about green certification, take actions according to their own industry characteristics, degree of internationalization, enterprise scale and other specific conditions, actively apply for certification when conditions are ripe, and actively prepare to apply for certification when conditions are not ripe.

Eight. Concluding remarks

In a word, "green marketing" refers to the process that society and enterprises discover, create and choose market opportunities on the basis of fully realizing consumers' increasing environmental awareness and the resulting demand for 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. Its core is to select 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 to respond to human ecological concerns. Its ultimate goal is to obtain business opportunities in the process of solving the environmental crisis, and to realize the harmony between man and nature while realizing corporate profits and consumer satisfaction. The concept of green marketing embodies the promotion of enterprise ideology and is of great significance to enterprises. It promotes the progress of people's consumption concept, creates demand, makes the business philosophy of enterprises not only stay at the level of meeting consumer demand, expands the business thinking of enterprises and broadens their horizons. With the rapid development of economy, the wave of green revolution is sweeping the world. As a new marketing model, green marketing will become the mainstream of marketing in 2 1 century.