The Study On The Green Marketing Strategy Of Ningxiasaishangyangmuang Solar Energy Co.,LTD

With the rapid progress of science and technology,the life of people is greatly convenient,and people’s quality of life is constantly improving,but there are also problems such as the increasing consumption of non renewable energy and the increasingly serious environmental pollution.With the emergence of various problems,the environmental awareness is also constantly increasing.The green revolution is quietly rising in the global scope,and green marketing is also synchronously stepping on The stage of the world.Green marketing,which can be understood as the marketing of green products,refers to the marketing that enterprises take the concept of envirounmental protection as the philosophy of operation,the concept of green culture as the value,the consumer’s green consumption as the center and starting point,the production of green products as the foothold,and strive to meet the consumer’s green consumption demand.Green marketing has been paid more and more attention by the managers of enterprises,and has been applied to the daily operation of enterprises.On one hand,the implementation of green marketing can optimize the allocation of resources,improving the utilization rate of resources,and enhance the market share of green products;on the other hand,it can deepen the connotation of green culture,establishing a good corporate image,enhancing the popularity of enterprises,and then improve the economic efficiency of enterprises ’benefit.Ningxia Saishang Sunshine Solar Energy Co.,Ltd.is a technology-based enterprise based in Ningxia.Its main business is the R&D,production and sales of air energy heat pump products.The company is committed to the production of green air energy heat pump products.However,due to the lack of deep-rooted green business philosophy of the enterprise,the enterprise has insufficient green production process,green marketing channels Backward promotion means and other problems hinder the long-term development of the company.On the basis of clarifying the research background and ideas,Taking the company as the research object,using pest,five force model and SWOT analysis method,this paper analyzes the internal and external environment of the enterprise and the current situation of green marketing strategy,optimizing the green marketing strategy of the enterprise by using 4P theory,and proposes to build the green culture of the enterprise,establishing the green management mechanism,improving the public’s green consciousness,strengthening the technical innovation ability,and strengthen the construction of the marketing team It is hoped that the research of this paper can help the development of enterprises and provide some reference value for the development of similar enterprises.