A Research On Green Marketing Of Manufacturing Enterprises' Products

While people are longing for their promising future in the 21^st century, the environmental problems in the world are getting worse and worse. A green trend blooms; the same case happens in green marketing. Therefore, in order to meet the new and continuous challenges and realize sustainable development, manufacturing enterprises assimilates environmental value into their own value system. The environment oriented and green operating strategy is the response to the increasing green demands, which makes contributions to formation of completely new operating philosophy—green marketing oriented concept among manufacturing enterprises.Since the time when green marketing ideal was put into practice, many works and papers have been published and issued. Green marketing has made some progress. Judging from recalled data, the researches on green marketing home and abroad are mainly focused on notion, necessity, feasibility, green consumers and their activities, green marketing combination, etc. However, we think that these researches are still not centralized, deep and systemized; especially as far as the research on the index system of green marketing performance assessment is concerned, it concentrates on research of green products' assessment index system, which neglects the social and environmental effects. Researches on integrated green marketing performance assessment index system are even less. Therefore, it is necessary and urgent to analyze characters of our manufacturing enterprises and discuss their appropriate green marketing strategies on the basis of theories andrealities and from the aspects of all kinds of opportunities and challenges.In light of preceding researches, this thesis focuses on "Green Reorganization" of some general marketing theories, replanting it into the green marketing studies on manufacturing enterprises and attempts to figure out a set of strategies on green products and marketing modes. The thesis puts emphasis on three levels study on the green marketing of products from manufacturing enterprises: green products strategy, green marketing modes choices, green marketing performance assessment As far as green products strategy is concerned, the thesis sets green demands as its starting point, puts forward the idea that life Cycle Assessment (LCA) should be applied in green product designing and research and development (R&D), does detailed analysis on package and label, pricing elements influencing green products and concludes green pricing strategy. Regarding green marketing modes, the thesis analyzes those elements that may affect green channel, puts forward an incorporate strategy of green distributing channel system, expatiates on green promotion and communication, on which the thesis draws conclusion about how to organize green strategic union and brings forward the concept of environmental stakeholders. Concerning green marketing performance assessment, the thesis, based on preceding researches, puts forward an index system of green marketing performance assessment, which consists of three aspects—enterprise subsystem, social subsystem, ecological subsystem. In the end, the thesis takes refrigeratory manufacturing enterprises as examples for case studies, stresses the industry background, characteristics and consumption features of refrigeratory manufacturing enterprises, investigates necessity of adoption of green marketing and finally brings forward the green marketing strategy in refrigeratory manufacturing enterprises.In this paper, there may exist two possible innovations. One is that we make a systematic research on green products' strategies and green marketing mode for manufacturing enterprises. The other is deep discuss is done to green marketing performance assessment.