A Product Chenzhou "green Marketing And Integrated Communication Strategies

With the enhancement of global environmental protection consciousness, the economy of every country in the world is implementing the sustainable development strategy, and emphasizing that economic development should be coordinated with environmental protection, as an important part of environmental protection 桮reen marketing is becoming the hot subject nowadays that the society and enterprise are being studied conscientiously too, And will become the mainstream of the marketing in 21st century. So, develop the green products, adopt the model of green marketing will become the development trend that every country in the world produces products and sell.At present, the domestic and international study on" green marketing" is main and centralized in following several: First, the key thought of green marketing, include three respects mainly: Sustainable development, environmental protection and green consumption demand, after enter 21st century at the same time, The key thought of green marketing is expanded to the ecological aspect; Second, the development obstacle of green marketing, there are consumer's obstacle, enterprise obstacle, government obstacle and resources and population obstacle, etc. mainly, To these obstacles in addition, scholars have put forward the great counter-measure the most, The main countermeasure is green consumption consciousness and enterprise and government of improving the consumer to the production and attention of selling the green products; Third, characteristic and development trend of green marketing, etc.."First Chenzhou" of the cigar mill of Chenzhou carries on modern tobacco technology and traditional Chinese medicine theory the organic cigarette products that combined, Do not include any chemical additive , have remarkable contribution to in good health respects of people inenvironmental protection, Accord with the green products standard. The green characteristic of "First Chenzhou" of foundation of this text, through analysing that the cigar mill of Chenzhou faces comparing with cigar mill of Changde with the cigar mill of Changsha, In environment of competing of inferior strength on the products and marketing channel, and the characteristic of having a monopoly in that the restriction on the thing that the tobacco is propagated and tobacco of our country are sold. Having made the green marketing tactics of "First Chenzhou", including the tactics of market segments of "First Chenzhou", goal market choose tactics, Products depth analyse tactics, advertising tactics, public relations promote tactics.