Research On The Furniture's Green Marketing Of Pauls Group In Harbin

The negative impact of human civilization on the ecology includes the excessive consumption of resources, producing waste, etc., leads to the deterioration of the global environment, and makes the relationship between man and nature strained once again. This harsh reality caused the transition to the harmony of the relationship between man and nature. It forms the green environmental awareness all over the world, and sets off a second green wave. The emergence of green products triggers the green consumerism, and the higher and higher market demand for green, which makes a direct result of the green marketing practice. In the wave of the green revolution, companies should take more social responsibility, make green products to meet and respond to the wave of green consumption. In this paper, the research on the green marketing of Pauls Group furniture, will contribute to Pauls Group to assume the social responsibility, to protect the environment while satisfying consumer demand and advocacy of green marketing, and enhance its green furniture market competitiveness. It also has reference to other companies.This paper studies the conditions of Pauls Group furniture's green marketing. First, it introduces the current situation of Pauls Group Furniture green marketing, evaluates the degree of green furniture, analyzes green nature of pricing, distribution channels and promotion; it studies Pauls Group's external threats from the world's green wave, national green standard, the International Green barriers, and then finds its problem, including the concepts, products, management, control and so on. Then, according to the modern marketing theory, the sustainable development theory and the theory of circular economy, after listing the prerequisites including concepts, objectives, principles, it proposes some measures to help Pauls Group's green marketing, which includes 4P and the comprehensive green services as a necessary safeguard. Finally, it forms both internal and external security measures. The external security includes the government's formulating relevant national policies, laws and regulations, system standards, national institutions and consumer organizations to strengthen supervision and inspection. Pauls Group's internal measures include environmental management sectors'own integrity, optimal management system to strengthen the green control, green technology innovation and so on.