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    Home > Coatings News > Paints and Coatings Market > Marketing: Problems and Countermeasures of green marketing in Chinese Enterprises

    Marketing: Problems and Countermeasures of green marketing in Chinese Enterprises

    • Last Update: 2020-04-03
    • Source: Internet
    • Author: User
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    Core tip: the so-called green marketing refers to the marketing strategy that enterprises take the concept of environmental protection as their business philosophy, green culture as their values, and the green consumption of consumers as the center and starting point to strive to meet the green consumption needs of consumers Through the green marketing activities, we can coordinate the relationship among the interests of enterprises, environmental protection and social development, so that the economic development can not only meet the needs of contemporary people, but also not pose a threat to the survival and development of future generations, that is, to achieve the sustainable development of social economy, so it is inevitable for enterprises to implement green marketing 1、 Problems in green marketing of Chinese enterprises 1 Paint knowledge | precautions for wall paint color selection Recommended introduction: when painting the wall, the owner sometimes has difficulty in choosing what color of the wall paint to paint In fact, there is no ugly color in the wall paint, only the disharmonious color matching The use of wall color contains the knowledge of health Too strong color will stimulate people's perception, make people have a sense of fidgety, affect people's mental health Grasp the basic principles of wall color and paint a colorful space 1、 Wall paint color selection notice 1 Light color is generally used for the top surface Light colors make people feel light, dark colors make people feel heavy Usually, the treatment of rooms is from top to bottom, from shallow to deep For example, the ceiling and walls of rooms are white and Home of coatings news: the so-called green marketing refers to the marketing strategy that the enterprise takes the concept of environmental protection as its business philosophy, the green culture as its value, and the green consumption of consumers as the center and starting point to strive to meet the green consumption needs of consumers Through the green marketing activities, we can coordinate the relationship among the interests of enterprises, environmental protection and social development, so that the economic development can not only meet the needs of contemporary people, but also not pose a threat to the survival and development of future generations, that is, to achieve the sustainable development of social economy, so it is inevitable for enterprises to implement green marketing 1、 The problems of green marketing in Chinese enterprises are as follows: 1 The concept of green marketing is deficient For a long time, domestic enterprises have pursued short-term high-efficiency, high-speed economic growth, lack of environmental awareness in their production and operation, and predatory exploitation and utilization of natural resources, resulting in serious environmental pollution and ecological damage This is a concept of production and management that only focuses on production, does not pay attention to environmental protection and "pollutes first and then controls" In the minds of these producers and operators, whether to develop and produce green products depends on whether the profits it brings exceed those of ordinary products Green values are only reflected in the profits it can bring Enterprises rarely or simply do not consider environmental protection value factors and lack of green marketing concepts 2 Unsuitable marketing strategy (1) Enterprises generally lack the sense of urgency to develop excellent gesep.com green products, and the green content of existing green products also needs to be improved; (2) Up to now, the packaging of products is still in the pursuit of firmness, delicacy and luxury, with little consideration of the environmental protection of the materials used; (3) the enterprise sets the price of green products, without consideration of the expenses for environmental protection; (4) in the selection of sales channels, it does not consider how to simplify the distribution link from the perspective of the green characteristics of products, and how to prevent the secondary pollution of green products in the distribution process; (5) The way of promotion is old, especially some enterprises that first produce green products have not yet shouldered the responsibility of disseminators and propagandists of green information, and lack the sense of innovation in the era of guiding green consumption and opening up green www.gesep.com green color market 2、 The Countermeasures of green marketing in China's enterprises 1 Strengthen the concept of green marketing Whether the marketing concept is in line with the objective reality is directly related to the success or failure of the enterprise marketing and the rise and fall of the enterprise To set up the concept of green marketing requires enterprises to consider not only the interests of enterprises and consumers, but also the public interests and the impact on the environment In the process of operation, environmental protection should be carried out throughout the development, design, manufacturing, packaging, use and service of new products In terms of corporate image, we should actively participate in environmental remediation activities, improve the environmental protection standards of our company and the environmental protection level of our products, so as to establish a green image of our company 2 Improve the green marketing strategy On the basis of establishing the concept of green marketing, enterprises must implement the green principle in various links, such as products, packaging, price, distribution, promotion and sales service, and combine them scientifically (1) Collect green information Enterprises should establish an effective and fast information network to capture green information Green information includes: green resource information, green production information, green technology information, green laws and regulations information, green economy information, green product information, green culture information, green consumption information, green price information, etc enterprises shall comprehensively process these information, analyze the change trend of green market, the development trend of green consumption, and develop green technology and products Provide basis (2) Develop green products Green products refer to the products that are beneficial to resource regeneration and have little environmental pollution in the whole process from production, use to recycling, including two categories, one is pure natural products, the other is pollution-free products Green products are the support point for enterprises to implement green marketing It turns out that whoever owns green products will own the market (3) Strengthen the green packaging of products Green packaging is the engine of green marketing We should change the concept of packaging based on promotion into the concept of packaging based on the protection of ecological environment Green packaging refers to recyclable packaging with environmental protection function Strengthening this packing can reduce the pollution to the environment and the damage to human body in the process of consumption On the one hand, enterprises should use pollution-free packaging materials, on the other hand, they should develop and produce economic green packaging 1 2 on the next page, the domestic coating enterprises must win the marketing campaign and have a good understanding of the way of hundred battles The success or failure of the coating marketers depends on similar information Coating e-commerce: a "trap routine" of careful promotion Coating marketing: brand does not equal to the reputation of the coating enterprises The coating enterprises need to win the cancellation fee for quality Coating marketing: if the telemarketing is used correctly, the coating sales can still be "broken" Dealer research: how to distinguish the lies and truths of dealers? 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