Research On The Green Marketing Strategies Of The Enterprise In The Times Of Ecological Civilization

With the increasing severe ecocrisis, human society has reached a consensus on the sustainable development and ecological civilization. The 17th CPC National Congress has clearly proposed to"promote a conservation culture". To implement it, green marketing is an effective approach.In the face of the upsurge of the global environmental protection movement, the brisk social demand of green consumption and the augment of green trade barriers, green marketing has been the inevitable choice of enterprises in the times of the ecological civilization. The study of the green marketing theory has become the major field in the theoretical research and development of modern Marketing.The green marketing in our country presents good momentum. But due to the short time knowledge of it, the traditional marketing theories and strategies still hold the dominant position; the demand of green consumption is not that strong; marketing portfolio strategy does not perform so well, which affect the advancement of Green Marketing in domestic enterprises. The author's exploration of the Green Marketing Strategy has not only enriched the domestic theoretical research on Green Marketing, but also contributed to the practice.Adopting quantitative and qualitative analysis, the theoretical analysis and empirical studies, as well as LCA with product environment attribute, the paper undertakes the research with the following logical clue; background→current research status→necessity analysis→green corporate culture→green demanding investigation→Green STP→Green 4Ps→problems in practice.The conclusions of the essay are as mentioned below:1. On the basis of the firsthand data collected through Zibo area Green Demand investigations in 2009 and 2010 and factor analysis with software of SPSS, it is concluded that the factors influencing the green consumption demand include the demand price, recognition, the source of information, environmental awareness and creditability of the green products.2. From the point of the product life cycle, the essay analyzes the environmental features of green products—from designing, raw material procurement, clean production processing and manufacturing, to logistic packaging, consumption, green service and recycling, and assumes that with the development of Green Marketing, the green design concept expands from the micro design of single product to the green design of production procedure, and even to the ecological design of whole industrial park. The dissertation also suggests six green packaging strategies of"4R2D"and proposes the foundation of the effective recycling system.3. With FAHP (fuzzy analytic hierarchy process), taking home appliances as example, the dissertation establishes the evaluation model of green products, and operates it to evaluate the green degree of a certain brand washing machine.4. The dissertation analyzes the components of environmental cost in the green price, which include: green purchase, green product research and development, clean technology, environmental protection monitor, application for the green mark attestation, green packing and recycling.5. The dissertation figures 6 assessment factors of green suppliers, including strength, sense of cooperation/service, quality, cost/price, reaction speed and environmental protection degree. It analyzes the management of green channel in 11 aspects of formulating a environmental selection standard of channel members, introducing an excitation mechanism, promoting ISO14000 Environment Systematic Attestation. It also summarizes that besides flattening, the green channel traces networking, combining of truth and fakeness, and reversing.6. Finally, the dissertation analyzes the "green washing" behavior performed by non-green marketing enterprises in the name of green marketing, and summarizes two forms of "near green" and "pseudo-green ", and analyzes the causes of "green- washing behavior " in four aspects of economic interests, administrative supervision, economics and consumer awareness, and proposes countermeasures against "green washing behavior ".