The Research On Green Marketing Strategy Of Broad Air-Conditioning

With the increasing environmental pollution, scarcity of energy and resources, as well as rising environmental awareness and continuous environment conference held by the United Nations, green demand is on the rise around the world. China is also actively developing relevant policies to support the development of green industry, advocate green and low-carbon consumption patterns compatible with China’s national conditions. Central air-conditioning is energy-intensive products. The development of green products is the key to conserve energy and reduce environment pollution. Central air-conditioning industry is increasingly competitive, the implementation of green marketing strategy will help to enhance brand awareness and gain market competence.First of all, the relevant green marketing theory expounded by this thesis paves the way for green marketing strategies’ formulation and implementation of Broad Air Conditioning. In the next place, the analysis about internal environment of Broad Air-Conditioning points out strengths and weaknesses of carrying out green marketing. The thesis also shows the opportunities and threats of adopting green marketing according to the analysis of macro environment, industry competition conditions and consumer requirements in Broad Air Conditioning. And then through the comprehensive analysis, this thesis draws a conclusion that it is necessary for Broad Air-Conditioning implementing green marketing. The formulation of green marketing strategies in Broad Air-Conditioning is mainly based on the theory of marketing4Ps. The thesis respectively describes five aspects:green product strategies, green pricing strategies, green channel strategies, green promotional strategies and green service strategies. The safeguard of Broad Air-Conditioning implementing green marketing strategies is mainly set about from three aspects:build green corporate identity system, strengthen human resources development and management, establish and improve green management mechanism and enhance green competitiveness by energy-saving service.This thesis aims to have guidance and reference value to the entire central air-conditioning industry and other household electric appliance enterprises, as well as green marketing activities carried out by Broad Air-Conditioning.