China's implementation of international green marketing strategy "six steps"

Third, Chinese enterprises implement the "six steps" of international green marketing strategy

1. Green products - the foundation of international green marketing

Green products are the foundation of international green marketing and are also a key component. A so-called green product is a product that contributes to the improvement of society or the environment, or a product that less harms society and the environment, or a product that improves the quality of the environment and society better than traditional products. It can be a modified product or a brand new product. In general, green products should meet basic requirements such as the saving of raw materials and energy consumption, the harmlessness of human health and the ecological environment, the rationalization of packaging and service life, and the ease of handling recycling and reuse. The basic requirements of international green products are in line with the environmental needs of importing countries and consumers.

To develop green products, green design is the key. When designing products, comprehensive consideration must be given to various factors, such as material selection, product manufacturing, functional positioning, and the relationship between packaging and recycling and the ecological environment, to minimize the adverse impact on the ecological environment. When naming products and selecting brands, they must meet the requirements of the green mark. The marketing of green products will effectively achieve continuous profitability through the continuous satisfaction of consumers' green consumption demands.

The development of green products is the key to the company's compliance with environmental protection obligations, and it is also the support point for green marketing. The company takes green demand as the guide and implements green R&D and design, green production, green brands and green packaging. In this process, R&D and design of products should emphasize the effective use of resources and the effective disposal of waste; the production of products should be “clean production”.

2, green packaging one engine of green marketing

Green packaging refers to packaging that uses environmental protection as its top priority. In the packaging design, it is necessary to consider the impact on the environment; on the packaging materials, we must use non-toxic and decomposable or renewable materials; in terms of packaging style, we must strive for simplification, to avoid over-packaging; in the packaging strategy, We must adhere to the principle of less consumables, recycling, reuse, and recycling. Green packaging is the first message that green products are delivered to consumers and is also the engine of international green marketing. In the packaging text, highlight the "protection of the ecological environment", "recyclable use" and other environmental promotion or correct disposal of waste packaging instructions, and strive to spread the strong green atmosphere through the appearance of the package.

3, green communication one by one to enhance corporate awareness

Green communication is the transmission of green products and information from green companies through green media, which leads to consumer demand for green products and purchase behavior. In green communication, green advertising, green promotion, and green public relations play an important role.

The advertising campaign is green, and in various international media advertisements, the green business concept and the concept of green consumption are promoted, and green information such as green language, green living style and green mood is disseminated, which highlights the strong green culture; the green promotion is promoted. Personnel must be familiar with the green functions of the company's green products, understand the consumer's interest in green consumption, and be able to answer consumer concerns about green consumption. Through free trials of samples, competitions, gifts, product guarantees and other forms to encourage consumers to try new green products, improve corporate visibility.

The greenization of public relations is an important way to establish the green image of enterprises and products. Green PR can help companies more directly and widely disseminate green information to market segments that cannot be reached by advertisements, giving enterprises a competitive advantage. The methods of green public relations are diverse and can be carried out through certain mass media, such as speeches, newspapers and periodicals, textbooks and materials for environmental protection, audiovisual materials, information service centers, etc., as well as publicity through certain related public relations activities. Green image, such as through the green sponsorship activities and charity activities to carry out environmental protection-related valuable public relations activities. The organic combination of green advertising and green public relations can quickly enrich the brand's green connotation and shape the brand's green image.

4, the green price 11 establish a green product quality high price image

Green price refers to the price with the green value added but higher than the price of the traditional product. Since green products are more in line with the needs of modern consumers, consumers generally agree that green products have higher value and are willing to pay higher prices. However, as far as consumer psychology is concerned, consumers always hope that the price of a product will be cheaper. To this end, it is necessary to grasp the pricing strategy of green products.

In the international market, green prices are mainly implemented with new product pricing strategies. Based on the prices of similar products, a certain rate of increase is determined, and the image of high quality and high prices for green products is established. Enterprises should pay attention to the image of green products in the minds of consumers and use the psychology of seeking new things, seeking differences, and advocating nature, and use the “conscious price” in the minds of consumers to price, and increase economic efficiency.

5, choose the green sales channels one by one to implement the key to green marketing

The smoothness of the green channel is the key to the successful implementation of green marketing. The selection of green channels can be carried out in the following ways: Choosing middlemen with a green reputation, strengthening the green concept education of channel members; setting up green product counters or green product sales companies, shortening sales channels as much as possible, and reducing pollution from long channels Probability, etc., gradually establish a circulation network of green products, and at the same time pay attention to the “green packaging” of these networks and outlets.

6. Actively implement lS014000 and environmental label certification—a “green card” that leads to the international market

Implement green marketing and strive for environmental certification, especially IS014000 certification, including environmental systems, environmental audits, environmental labels, life assessments, and environmental behavior assessment, and apply environmental management throughout the company’s raw materials, energy, process equipment, production, and safety Management and auditing projects. Implementation of IS014000 management, in line with international environmental standards, narrowing the gap between environmental regulations and environmental standards with importing countries, especially developed countries.