绿色营销的现状问题及对策研究外文文献及翻译 第4页
Marketing scholars believe that for green marketing in China is in line with the trend of the implementation of the logical move, is the implementation of the strategy of sustainable development and the basic way, it is bound to become the century of mainstream marketing. However, we must realize that the Green Wave gives us the opportunity, we have to make a serious challenge. If foreign trade, many countries use the ISO 14000 environmental management standards to deny or restrict imports, China's exports of some products subjected to threats. According to incomplete statistics, if not take timely measures, China's hundreds of varieties, more than 50 billion dollars of exports will protect the ozone layer by the relevant international conventions by banning the production and marketing; more than 40 billion dollars of exports by major trading partners and implementation of environmental signs facing market access problems; Since pesticide residue exceeding parts of the country foodstuff exports blocked; Textile exports also face problems due to dye withdraw from the EU market risk. Therefore, the implementation of green marketing, we must have a sense of urgency.
2 Green Marketing Chinese enterprises face problems and obstacles
China's existing market is not fully competitive, market players too much emphasis on short - and micro-interests, in addition to the legal system is not perfect. inadequacies of the existing system, so that our objective of the green marketing is facing many problems and obstacles.
2.1 Not the whole society for the green consumer demand
China is a developing country, the environmental situation is very grim. However, as China's overall national quality is not too high, in addition to the media guide stagnant, now understood and accepted the green marketing is only a small number of consumers, the majority of consumers do not understand the significance of Green Marketing, no inherent consumer demand for green, do not even know that green consumption, green products and green marketing concept.
2.2 The majority of companies have not yet established green marketing idea
Marketing idea of enterprise marketing activities of the guiding ideology, marketing ideas are correct, directly related to the success or failure of marketing. Currently, the vast majority of the production and operation of enterprises is still in the blind pursuit of short - and microeconomic efficiency of the concept, much of the immediate consideration of environmental and social considerations in the long-term interests of small; Many business-to-consumer demand for green consumer demand led to the changes, Green induced competitiveness of the enterprises differences Environmental issues are pioneering new market opportunities such as a lack of proper awareness; Although some enterprises realized green marketing can open up new markets, but because of the need to spend so much on the cost, there is considerable risk to venture to act; Other enterprises have long-term losses, and even survival has become the issue, spend more despite higher costs green marketing.
2.3 Enterprise production management methods lag
Green Marketing is the prerequisite to produce green products Pollution settlement spending as a fundamental need to improve production processes to achieve. As early as the 1970s, the international community on the concept of cleaner production, and in原文请找腾讯752018766优-文^论,文.网
http://www.youerw.com , also have a lot of industrial "three wastes." If we continue to use this type of the old production management, is bound to cause even greater environmental pollution.
2.4 Enterprise marketing mix strategy and Green Marketing incompatible
Green Marketing Chinese enterprises marketing mix strategy for the challenge.First green products will replace the non-green products gradually become the marketing activities of the center, Our enterprises generally lack the strong development of green products urgency, green products are available in green needs to be raised. Secondly, the product packaging is still blind pursuit of strong, beautiful, luxurious, rarely consider the environmental materials; Again, the lack of green enterprise accounting and auditing system of green, Environmental Protection for the costs are not included in the cost to the scientific and develop green products prices; 4 in the sales channels of choice, is still using the traditional method no products from the green features starting to consider how to simplify the distribution link, how to prevent green products in the distribution process of secondary contamination; Fifth promotions old, In particular, some green products first production enterprises, but also with less encumbrance green disseminators of information, the responsibility of publicity, no guidance green consumption, the market for green creative era.
2.5 There is no sufficient number of measures to support the development of green marketing
Green Marketing as a new marketing idea for enterprise, consumers, the interests of the community plays an important role, But it needs the support of government. Although the Chinese government has also formulated a number of environmentally-friendly laws and regulations and the promotion of the green movement, But with the governments of some developed countries compared to, or far enough.
3 Modern enterprises Green Marketing Strategy
3.1 We must intensify public education to guide efforts to train up the entire society's awareness of green.
Education must focus on the green. From our people's weak sense of green, a considerable number of people on environmental issues and lack of knowledge The government must take up the right people for green education responsibilities for different targets, different ways of educating and training, to raise the people's environmental knowledge, enhance social awareness of the green.
Enterprises must vigorously pursue the green propaganda. Green consumption is a prerequisite for green marketing, using various media and publicity, active dissemination of environmental protection and green consumption knowledge, actively guide consumers to its own vision by the extension of the natural ecological environment and the community as a whole, enhance the public's environmental awareness and inspire the whole community of green consumerism, sexual desire. Strive to create a green fashion. Green consumption in recent years with the development of the environmental movement and the rise of a rational high-level consumption. Therefore, caution people to use green products, green marketing support, the community itself is the natural right of others. right next to the dedication. More and more consumers a clear green consumption is a social responsibility into a lofty social fashion. This community will be able to reap all the green awareness, can really create an effective demand for green.上一页 [1] [2] [3] [4] [5] 下一页
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