Urban Garbage Classification Policy Marketing Research

With the significant increase in urban population and the expansion of the scale,the amount of municipal solid waste is also growing rapidly.Guangzhou City,for example,according to Guangzhou City Statistical Yearbook" data,2014 Guangzhou City garbage removal amounted to 4.3021 million tons.Among them,from 2011 to2014,Guangzhou Municipal Waste Transported average annual growth of 453,900 tons,the annual average growth rate of 7.18 percent.Faced with growing garbage,how to implement innovation,coordination,green,open,shared concept of development to enhance the living garbage power,promote garbage classification management,Guangzhou City to get rid of "junk Fortress Besieged" dilemma of important issues.Domestic and international experience shows that guide the behavior of the residents garbage from the source,the "misplaced resources Homing",thus achieving solid waste reduction,harmless and resources is an important way to solve the problem of municipal solid waste.According to this concept of governance,since2010,the implementation of Guangzhou garbage classification policy,to explore a development path in line with its own characteristics of urban green.Innovation as a public policy practice in the field of policy marketing theory learn marketing concept,the process of transformation of the traditional government governance "top-down" public policy practice logic,provides a new idea for the policy implementation and promotion of the public sector,new methods and a new path.Interviews through the streets and communities,field observations and document analysis and other methods,product,price,place,promotion 4 analyzes Guangzhou garbage classification policy marketing situation,found: Guangzhou garbage classification utilizing portfolio,namely the product concept,product content,product packaging,to build policy brand;use to improve social participation garbage enthusiasm through fees,reward,punish and performance appraisalmechanisms price means;through physical channels,ambience channels path for the public garbage facilitate services to build and maintain the product image;for the general population and garbage classification key and difficult objects individually through the traditional media,new media and interactive channels,cross-media integrated marketing platform,and strengthen communication with the public through community-based organizations as well as human relations network,inform,educate and persuade the public to participate in waste separation action.Overall,Guangzhou garbage classification policy marketing concept of "public" guide,through the implementation of full marketing,differentiated marketing,integrated marketing,progressive marketing,initially formed its own characteristics,waste forefront of the country,to become national model city.However,due marketing Guangzhou garbage classification policy is still in the introduction phase,the need to revise the policy in order to maintain the vitality of products,further foster public loyalty to the product,and ultimately normalization of policy actions.From a policy perspective of marketing garbage classification policy,to develop marketing strategies to provide garbage classification policy for each city scientific feasibility of reference.