Study On Green Marketing Strategies Of China Railway First Group Co.,Ltd.

As we all know, China is a large country with comparatively limited resources, which makes the reasonable utilization of the resources become a primary and crucial problem for the sustainable development of China's economy in the 21st century. Especially, the construction and operation of railway change the natural environment and has an influence on the ecologic environment because the railway-engineering field characterizes large amount of consumption of resources and energy. On the one hand, the activities of the railway construction enterprises produce a more development-friendly man-made environment for the human beings; On the other hand, they contaminate and damage the environment. Therefore, making use of the Green marketing strategies in the construction and operation of railway is important very much in practical activities.Taking China Railway First Group Co. Ltd. as the background, comparatively limited resources, which makes the reasonable utilization of the resources become a primary and crucial problem for the sustainable development of China's economy in the 21st century. Especially, the. construction and operation of railway change the natural environment and has an influence on the ecologic environment because the railway-engineering field characterizes large amount of consumption of resources and energy. On the one hand, the activities of the railway construction enterprises produce a more development-friendly man-made environment for the human beings; On the other hand, they contaminate and damage theenvironment. Therefore, making use of the Green marketing strategies in the construction and operation of railway is important very much in practical activities.Taking China Railway First Group Co. Ltd. as the background, the research in thesis is based on the Marketing theory, Sustainable development theory and Green marketing theory. A feasible green marketing scheme for China Railway First Group Co. Ltd. is designed based on green marketing theories and its developing direction at the aspect of sustainable development of the enterprise itself is indicated in the thesis. In addition, the basic contents and the application situations of the green marketing theories in China are introduced in this thesis by taking example for the typical enterprise, China Railway First Group Co. Ltd.. At the same time, the enterprise's present marketing situations, international and domestic background confronted and the advantages and disadvantages for the enterprise to execute green marketing is analyzed in detail. It is concluded that the enterprise should adopt green marketing strategies, such as undertaking envir-friendly works and conducting green marketing at the aspects of green price and envir-friendly techniques to realize the goal of harmonizing the social, economic and ecological benefits of the railway construction projects and guarantee the sustainable development of the enterprise.The combination of both empirical method and function coefficient method is employed to evaluate synthetically the sustainable properties of the railway construction projects in the thesis. Aiming at the present green marketing situation of the enterprise, China Railway First Group Co. Ltd., the corresponding advices for execution are presented, including upgrading the training of the employees, increasing the investment of the envir-friendly equipment, paying more attention to the implementation of the environmental protection measures of all projects and strengthening the green management of the enterprise.Although the green marketing has made its initial progress in China, the Green market strategies presented in this thesis is important for China Railway First Group Co. Ltd. to expand itsmarket and solidify its competitive power. Moreover, the research result in this thesis is also can be used for reference by other enterprises in their construction and operation.