Research On Green Marketing Strategy Of Plastic Products In ST Company

As people pay more and more attention to ecological environment and health,how to realize the coordinated development among economic development,energy and environment has become an important issue for the development of human society.For the plastic packaging industry,how to get rid of the traditional packaging mode of excessive packaging and high pollution,and establish a new green packaging development mode,so as to realize the sustainable development of the plastic packaging industry has become the focus of the society.ST company,as a plastic packaging enterprise,faces the promotion of social sustainable development strategy and the situation of consumers’ growing green demand,so the implementation of green marketing has become a necessary choice for enterprise transformation.This paper firstly expounds the relevant theories of green marketing,and provides a theoretical basis for the formulation and implementation of ST company’s green marketing strategy.Secondly,the macro and micro environment of ST company is analyzed in detail,and it is concluded that ST company’s choice of green marketing is the inevitable choice for sustainable development.Then,the current marketing strategy of ST company is analyzed in depth and its existing problems are found out.The market segmentation,selection and market positioning of the green marketing of ST company are carried out.Finally,based on the theory of marketing 4 ps marketing ST’s green marketing strategy,respectively from green green product strategy,price strategy,green channel strategy and green sales promotion strategy four aspects has carried on the deep discussion,put forward the ST company green marketing strategy of the implementation of the safeguard measures,mainly from the construction of green corporate culture,establish and perfect the system of green management,strengthening the human resource team construction three aspects.The purpose of this paper is to provide ideas for the development of green marketing of ST plastic company,and to provide reference for the development and implementation of green marketing strategies of plastic packaging enterprises.