A Study On Marketing Mechanism Of Environmental Policies

The reality that the environment problems of China have been more grimhas made the making and implementation the environment policy becoming thefocus of the whole society, only to resolve the implementation efficiency of theenvironment policy could fundamentally improve the situation of environmentgovernance, coordinate the economy and the environment, and promote theharmonious development of economy, society and environment. The governmentshould use all kinds of marketing concepts and tools when performing theenvironment policy, then it is good for strengthening the policy informationcommunication and coordinating between the government and the public.However, the current study of China in this area is relatively weak, so theresearch of environment policy marketing has some theoretical and practicalsignificance.This paper firstly reviews and analyzes the theory of policy marketing, andit imposes the concepts and categories of environment policy, marketing andenvironment policy marketing, then it introduces the relating theories which areused in paper to analyze the environment policy marketing. Through analyzingthese theories and contents, we can obtain the possibility and practicability ofenvironment policy marketing.Secondly, this paper analyzes the status and problems in the implementationof china's environment policy from environment policy implementationinstitutions, means of implementation, advocacy and public participation fouraspects. And then, it sums up the causes of environment policy implementationproblems, and makes the foundation for analyzing the elements of environmentpolicy marketing mechanism.Again followed by the analysis of the environment policy marketingelements, it emphatically introduces the subject, basis, target customers, andinformation communication channels of environment policy marketing; thus itimposes the mechanism model of environment policy marketing, and it explainsthe general process of environment policy marketing.Finally, this paper takes Forbidden Plastic Policy as a case, and evaluates its executing effect in the recent three years from four dimensions: governmentagencies, news media, environmental protection organization and residentcustomers. It obtains the subjective and objective problems during the executingForbidden Plastic Policy and improves ideas for executing Forbidden PlasticPolicy by using environment policy marketing mechanism model.