With the continuous development of global industries, the social environment has been destroyed, ecological imbalances have occurred, and pollution has intensified. Natural disasters have seriously threatened human survival and development. Under such circumstances, some developed countries have proposed the concept of sustainable development, and the world has gradually established environmental awareness. With the growing awareness of environmental protection among consumers in various countries, a wave of greenery has been created worldwide, and new concepts such as green food, green projects, green factories, green packaging, and green consumption have emerged. The concept of green marketing is also corresponding to the impact of this wave.
What does "green marketing" specifically mean? It refers to the development of social, business, and business enterprises that are fully aware of the increasing environmental awareness of consumers and the resulting need for clean, pollution-free products, to develop, create, and select market opportunities through a series of rational marketing tools. Satisfy the needs of consumers and the development of social ecological environment and realize the process of sustainable development.
Green marketing is the extension and development of traditional marketing. It is a transformation of traditional marketing with the requirements of the era of green consumption. It is a process of continuous development and sustainable development. Its ultimate goal is to obtain business opportunities in the process of resolving environmental crises. At the same time when corporate profits and consumer satisfaction are achieved, people and nature can live in harmony and coexistence and common prosperity. The research focus of green marketing is the relationship between corporate marketing activities and the natural environment, that is, the impact of the natural environment on corporate marketing activities, and the impact of corporate marketing activities on the natural environment. This is different from the traditional marketing in the coordination of consumers, companies and competitors to obtain profits. There are also differences with traditional social marketing.
In this special marketing industry, green public relations is an important way to establish a green image of companies and products. Green PR is mainly targeted at customers, general groups, members of environmental groups, legal groups, and internal personnel. The methods of green public relations are diversified and can be carried out through certain mass media, such as newspapers, magazines, lectures, environmental protection materials and materials, audiovisual materials, information service centers, etc., as well as public relations through certain related public relations activities. Green image, such as conducting valuable environmental protection-related public relations activities through green sponsorship activities or charity events.
The main feature of green prices is the ability to reflect the cost changes brought about by environmental issues. That is, green products often include costs associated with protecting the environment and improving the environment. In many cases, green prices will rise. For example, the use of environmentally friendly raw materials; the use of environmentally friendly equipment to replace equipment that pollutes the environment; changes in the way of administration and corporate organizational structure for the implementation of green marketing; implementation of environmental protection laws will also increase costs. On the other hand, the green price may also be reduced due to other factors, such as lowering costs due to the savings in products and packaging materials.
The main marketing channel for industrial companies is the promotion of green people. To effectively implement a green marketing strategy, salespeople must understand the consumer's interest in green consumption, answer consumer-friendly environmental issues, and master the green performance of corporate products and the company's green performance in the business process. Through product quality assurance, free trial samples, gifts, and other forms to encourage consumers to try new green products, thereby enhancing corporate visibility.
At present, the entire social economic concept and economic behavior are changing. The kind of unsustainable production methods and predatory consumption methods, the kind of methods of using natural resources to fish, fish, and pick eggs have seriously threatened human survival and development. The production mode of the modern society needs to choose from two different technological approaches. "Black technology" is the machine, petroleum and electronic circuit left over from the traditional industry; and "green technology" is a combination of ecological engineering and genetic engineering. Emerging areas. Of course, "black technology" will never be abandoned, but the rise of "green technology" and "green products" is unstoppable.
In April 1995, the International Organization for Standardization began implementation of the "International Environmental Monitoring Standards System" and requested that the products reach the ISO9000 series quality standard system. At the same time, the European Union has also launched an environmental management system called ISO14000, which requires that products entering European Union countries reach the required technical standards from pre-production to manufacturing, sales, use, and final processing stages, such as paper products, batteries, and textiles. , washing machines, building materials, footwear, hair care products, packaging materials, etc. At present, Western countries such as the United States, Germany, Canada, France, Sweden, Australia, and Norway all set environmental protection technology standards and tend to coordinate and agree with each other. In 1996, the International Organization for Standardization issued the first batch of five standards related to the environmental management system and its audit. In 2001, 836 enterprises in China had passed the ISO14000 environmental management system certification. This shows that the product not only meets the quality standards, but also meets the environmental protection requirements in the process of production, use, consumption and disposal. Products that meet the green technical standards can be said to be today's "green products."
The rise of green products, green packaging is an important part of it. What is green packaging? The toffee wrapped glutinous rice paper is a typical green package. In summary, an appropriate package that can be recycled, recycled, or degraded, and that does not cause harm to the human body and the environment throughout the product's life cycle is called green packaging. As we all know, the packaging of modern products in marketing is very important and indispensable, and packaging is mostly a one-time consumer product, which has a short life span and a large amount of waste. According to statistics, the annual amount of packaging waste accounts for about 1/2 of the volume of municipal solid waste in terms of volume, while it accounts for 1/3 of the total weight, and the emissions increase at a rate of 10% per year. Packaging waste has also become increasingly prominent in China's environmental pollution. Taking the "white pollution" of EPS foam lunch boxes as an example, the fundamental reason for prohibition is profitable, and large-scale production cannot be prohibited. In the face of the worrying facts about environmental pollution, our government can no longer listen to it and we must formulate laws and regulations as soon as possible.
As early as 1991, Germany passed the “Reducing the Environmental Impact of Packaging Materials†packaging regulations. It was revised again in the summer of 1998. The regulations require the industrial and commercial communities to recycle and recycle their own packaging. The United States has set five priority indicators for disposal, reuse, regeneration, incineration, and landfill disposal. The United Kingdom has a plan for the re-use of packaging materials, requiring 50-75% of packaging waste to be reused. Japan also promulgated and enforced the "Recycling Regulations" and "Waste Elimination Conditions Amendments" in 1991 and 1992 respectively.
In the 1980s, China experienced the disadvantages of “first-class products, second-class packaging, and third-class prices†in its export trade. After more than 20 years of efforts, the packaging industry has formed a solid foundation, a complete system, and a large-scale, industry-wide development. Closely related to the big industry. The output of major packaging products such as containers, woven bags and corrugated cartons for transportation in China ranks among the top in the world. However, there is still a big gap between China and developed countries. It is not yet a packaging powerhouse, especially in terms of green packaging. Large-scale packaging production lines and some raw materials still rely heavily on imports. Therefore, packaging companies must accelerate their integration with the international market and strive to pass ISO9000 and ISO14000 certifications to promote our products to the international market.
After China's accession to the WTO, international trade has been growing and the international market has become more competitive. The green packaging system in the international market is conducive to environmental protection, but it provides convenience for developed countries to create "green barriers." They excuse other countries, especially developing countries, that their product packaging does not meet the requirements and restrict imports, and that trade frictions have been caused by this. Therefore, we require that we vigorously develop green packaging that meets international standards in order to increase the competitiveness of our export commodities. On the other hand, it is also necessary to argue in international trade and reduce trade losses.
What does "green marketing" specifically mean? It refers to the development of social, business, and business enterprises that are fully aware of the increasing environmental awareness of consumers and the resulting need for clean, pollution-free products, to develop, create, and select market opportunities through a series of rational marketing tools. Satisfy the needs of consumers and the development of social ecological environment and realize the process of sustainable development.
Green marketing is the extension and development of traditional marketing. It is a transformation of traditional marketing with the requirements of the era of green consumption. It is a process of continuous development and sustainable development. Its ultimate goal is to obtain business opportunities in the process of resolving environmental crises. At the same time when corporate profits and consumer satisfaction are achieved, people and nature can live in harmony and coexistence and common prosperity. The research focus of green marketing is the relationship between corporate marketing activities and the natural environment, that is, the impact of the natural environment on corporate marketing activities, and the impact of corporate marketing activities on the natural environment. This is different from the traditional marketing in the coordination of consumers, companies and competitors to obtain profits. There are also differences with traditional social marketing.
In this special marketing industry, green public relations is an important way to establish a green image of companies and products. Green PR is mainly targeted at customers, general groups, members of environmental groups, legal groups, and internal personnel. The methods of green public relations are diversified and can be carried out through certain mass media, such as newspapers, magazines, lectures, environmental protection materials and materials, audiovisual materials, information service centers, etc., as well as public relations through certain related public relations activities. Green image, such as conducting valuable environmental protection-related public relations activities through green sponsorship activities or charity events.
The main feature of green prices is the ability to reflect the cost changes brought about by environmental issues. That is, green products often include costs associated with protecting the environment and improving the environment. In many cases, green prices will rise. For example, the use of environmentally friendly raw materials; the use of environmentally friendly equipment to replace equipment that pollutes the environment; changes in the way of administration and corporate organizational structure for the implementation of green marketing; implementation of environmental protection laws will also increase costs. On the other hand, the green price may also be reduced due to other factors, such as lowering costs due to the savings in products and packaging materials.
The main marketing channel for industrial companies is the promotion of green people. To effectively implement a green marketing strategy, salespeople must understand the consumer's interest in green consumption, answer consumer-friendly environmental issues, and master the green performance of corporate products and the company's green performance in the business process. Through product quality assurance, free trial samples, gifts, and other forms to encourage consumers to try new green products, thereby enhancing corporate visibility.
At present, the entire social economic concept and economic behavior are changing. The kind of unsustainable production methods and predatory consumption methods, the kind of methods of using natural resources to fish, fish, and pick eggs have seriously threatened human survival and development. The production mode of the modern society needs to choose from two different technological approaches. "Black technology" is the machine, petroleum and electronic circuit left over from the traditional industry; and "green technology" is a combination of ecological engineering and genetic engineering. Emerging areas. Of course, "black technology" will never be abandoned, but the rise of "green technology" and "green products" is unstoppable.
In April 1995, the International Organization for Standardization began implementation of the "International Environmental Monitoring Standards System" and requested that the products reach the ISO9000 series quality standard system. At the same time, the European Union has also launched an environmental management system called ISO14000, which requires that products entering European Union countries reach the required technical standards from pre-production to manufacturing, sales, use, and final processing stages, such as paper products, batteries, and textiles. , washing machines, building materials, footwear, hair care products, packaging materials, etc. At present, Western countries such as the United States, Germany, Canada, France, Sweden, Australia, and Norway all set environmental protection technology standards and tend to coordinate and agree with each other. In 1996, the International Organization for Standardization issued the first batch of five standards related to the environmental management system and its audit. In 2001, 836 enterprises in China had passed the ISO14000 environmental management system certification. This shows that the product not only meets the quality standards, but also meets the environmental protection requirements in the process of production, use, consumption and disposal. Products that meet the green technical standards can be said to be today's "green products."
The rise of green products, green packaging is an important part of it. What is green packaging? The toffee wrapped glutinous rice paper is a typical green package. In summary, an appropriate package that can be recycled, recycled, or degraded, and that does not cause harm to the human body and the environment throughout the product's life cycle is called green packaging. As we all know, the packaging of modern products in marketing is very important and indispensable, and packaging is mostly a one-time consumer product, which has a short life span and a large amount of waste. According to statistics, the annual amount of packaging waste accounts for about 1/2 of the volume of municipal solid waste in terms of volume, while it accounts for 1/3 of the total weight, and the emissions increase at a rate of 10% per year. Packaging waste has also become increasingly prominent in China's environmental pollution. Taking the "white pollution" of EPS foam lunch boxes as an example, the fundamental reason for prohibition is profitable, and large-scale production cannot be prohibited. In the face of the worrying facts about environmental pollution, our government can no longer listen to it and we must formulate laws and regulations as soon as possible.
As early as 1991, Germany passed the “Reducing the Environmental Impact of Packaging Materials†packaging regulations. It was revised again in the summer of 1998. The regulations require the industrial and commercial communities to recycle and recycle their own packaging. The United States has set five priority indicators for disposal, reuse, regeneration, incineration, and landfill disposal. The United Kingdom has a plan for the re-use of packaging materials, requiring 50-75% of packaging waste to be reused. Japan also promulgated and enforced the "Recycling Regulations" and "Waste Elimination Conditions Amendments" in 1991 and 1992 respectively.
In the 1980s, China experienced the disadvantages of “first-class products, second-class packaging, and third-class prices†in its export trade. After more than 20 years of efforts, the packaging industry has formed a solid foundation, a complete system, and a large-scale, industry-wide development. Closely related to the big industry. The output of major packaging products such as containers, woven bags and corrugated cartons for transportation in China ranks among the top in the world. However, there is still a big gap between China and developed countries. It is not yet a packaging powerhouse, especially in terms of green packaging. Large-scale packaging production lines and some raw materials still rely heavily on imports. Therefore, packaging companies must accelerate their integration with the international market and strive to pass ISO9000 and ISO14000 certifications to promote our products to the international market.
After China's accession to the WTO, international trade has been growing and the international market has become more competitive. The green packaging system in the international market is conducive to environmental protection, but it provides convenience for developed countries to create "green barriers." They excuse other countries, especially developing countries, that their product packaging does not meet the requirements and restrict imports, and that trade frictions have been caused by this. Therefore, we require that we vigorously develop green packaging that meets international standards in order to increase the competitiveness of our export commodities. On the other hand, it is also necessary to argue in international trade and reduce trade losses.
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