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Current Situation and Movement of Green Marketing in China – Analyze its Resources and Performance Li Hai-e School of Management, South-Central University for Nationalities; WuHan 430074, China Abstract: Green marketing is very important in 21 century. From the main strength of implementation, to analyze why our green marketing is backward, thinking the government should be the leading strength. On the base, the paper brings forward the principal measures government should strengthen and how to improve the government commitment. Key words: Green Marketing; key strength; government commitment. Instruction Generally speaking, there aren’t many researches on green marketing. And the researches mainly include: (1) what is green marketing, (2) Comparative analysis between domestic and abroad, (3) Green marketing existence problem analysis; (4) green marketing development countermeasure and so on. But these researches are abstract, short of instruction to practice. The author selects the key strength to analyze green marketing present situation, and propose the development countermeasure. It clears the way of thinking for our country to develop green marketing, which is very important. 1 The key strength of carrying out green marketing 1.1 The implication of green marketing The scholars have the different definition to the green marketing. But about its essence, green marketing is a social responsible marketing activity. Compared with the traditional marketing, it has the following two characteristics: (1) Green marketing is the higher phase of marketing and the inevitable development tendency. It takes the sustainable development as the core, emphasizes the environmental protection, pursues economic efficiency, the social efficiency and the ecology benefit;(2) It will take a long time to carry out green marketing, so we cannot define the enterprise as the only strength. The environmental protection has decided that its application needs multi-strengths, especially in initial stage. 1.2 The key strength of green marketing The implication and characteristics of green marketing has decided its development must draw support from four strengths, respectively the enterprise, the consumer, the government and environmental protection NGO (non-government organization). These four strengths constitute a dynamical system (e.g. Figure 1), impelling the development of green marketing. The enterprise is the concrete execution, shouldering the formulation and realization of green marketing strategy and tactics. The consumer is the actuation of the green marketing, drawing the green marketing development, because to meet consumers' green need is the green marketing starting point and primary purpose. The government and environmental protection NGO are the green marketing pusher, ensuring and supervising the normal implementation of the green marketing, because on one hand, from the legal laws and regulations and the public opinions they can bring pressure to the enterprise about its implements of the green marketing; On the other hand from the point of protecting the Earth and the sustainable development, it raises the green consciousness and promotes the green marketing development through guiding, educating to the consumer. 1149 consumer Government Green marketing NGO enterprise figure1 the key four strengths for green marketing 2 The green marketing present situation: to analyze the commitments of the principal parts Generally speaking, the domestic green marketing started lately. At present, the green marketing in our country is at the initial stage. 2.1 From the aspect of consumers Compared to the developed countries, our consumers' green consciousness is at the initial stage. Just a few people understand and accept the green marketing, the majority hope not to be polluted by the environment rather than not pollute the environment. Moreover, the overwhelming majority cannot accept the green product’s relative higher price. The entire social green expense demand has not been formed. According to the green degree, we can divide the consumers into three kinds, namely: The depth green consumer who will pay higher price for green product; the mild green consumer who are able to purchase green symbol product, but they cannot pay a higher price consumer; the consumer having no regard of green who never takes environmental protection as the purchase factor. According to the green consciousness, the current consumer presents a pyramid structure, namely the consumer ignoring of green occupy the majority, mild green consumer place in the middle, the depth green consumer occupy minority. 2.2 From the aspect of enterprises Many enterprises are not cognizant of the opportunity and the threat brought by the new market in which green need and green marketing is very popular, which causes the green marketing only to be able at a lower level. It is expressed in the following: (1) Partial enterprises ignore the environmental protection and disregard the social responsibility. (2) About the understanding of the green breadth, many enterprises thought narrowly the green marketing only is food, the electric appliance, the building material and so on. (3) About the understanding of the green depth, the enterprise sticks to the product stage, that is, the green value is just to pursue the profit which the green product brings. 2.3 From the aspect of environmental protection NGO Environmental protection NGO overseas is the starting strength for green marketing development. It directly exerts pressure through each form to the enterprise; On the other hand, it indirectly exerts the pressure through the government and the consumer to the enterprise. But the domestic NGO influence is extremely limited. Its influence is also weak. The difficulty that the domestic folk environmental protection organization faces include: (1) NGO registration is difficult, (2) NGO fund is intense. So 1150 environmental protection NGO have difficulties to survive, say nothing of exerting pressure to the government and the enterprise, guiding and educating the consumer. 2.4 From the aspect of government Although all levels of governments have also made some effort, but they have not provided the enterprise with fair environment, which has limited the green marketing development. We can see it from the following: 1 The laws and regulations correlated to environmental protection and green commodity production are insufficient, which causes the government is unable to urge the enterprises to implement the green marketing. (2) From the system, the government check official mainly through the economy and the political achievement but not the environmental protection. Especially when the economy development conflicts with the environmental protection, they often sacrifice the environment to receive the economic boom. () 3 The countermeasure of the green marketing development: The government should become the leader Through above analysis, at present the green marketing should be impelled by the government, because the government is the first guardian of public resources, furthermore it grasps the public authority and represents public interest. 3.1 The government commitment in impelling the green marketing About how to promote the green marketing, the government should insist a basic principle, that is, letting other three strengths to display function. So the government commitments mainly include the following three aspects. Firstly, perfect legislation and realize law enforcement The government's legislation and law enforcement play an important role in the result of green marketing. (1) To perfect the legal laws and regulations related to environmental protection, in order to solve the enterprise illegal activities. (2) To strengthen the construction of management structure, in order to urge the enterprise's behavior standardization. Generally speaking, the enterprise has four ways towards green: impelled by the legal, through market, as stakeholder and as activist. The government may force the enterprise from the legal angle to choose the green marketing. Secondly, pay attention to guidance and strengthen education Consumer's green demand would impel the green marketing development. But currently, our consumer's green consciousness needs to be further enhanced by the government. To the government, the most important thing is to strengthen the propaganda in order to change the public from economical rational person to ecology. On one hand, to enhance its recognition ability of the green products and service through positive guidance; On the other hand, the government must provide the data that reflects environment condition, letting the public to understand vulnerability of ecological environment. Besides, the government must pay great attention to raise green talented persons for the green marketing development. Thirdly, implement reform and strengthen service The government must strengthen the service consciousness, particularly should encourage the environmental protection NGO. The practice has proved that the environmental protection NGO overseas is the nucleus to impel the green marketing. So our government should initiate its existence, and give the solid support including: (1) relaxing the condition about NGO establishment; (2) simplifying approval procedure, enhancing efficiency; (3) providing the fund support including the establishment environmental protection fund and the enterprise support for NGO. 3.2 How to enhance the efficiency of government commitment Firstly, inspect all levels of government personnel The government should construct the green GDP inspection system which takes the environmental protection responsibility as a part of the officials' achievement. Secondly, strengthen surveillance and audit about the government commitment Generally speaking, we may carry on the surveillance through the following three ways:(1) The administrative oversight, which supervises the government whether enforces law legally or not; (2) The public surveillance, which supervises and exposes the government illegal behavior through each kind of 1151 media, citizen, social organization; (3) audit of the government behavior, which inspects independently government's activities. 4 Conclusion With an analysis of the current situation of green marketing by the key strengths, the government should become the leader which will create advantageous external environment and provides the safeguard for the other three strengths. That is, the government must become the driving force. But, according to the green marketing success experience overseas and the law of market development, the author believed that the enterprise should become the determination performer for our green marketing after a period of leading by the government. We think it is an inevitable result. The enterprise will take charge of environment protection as stakeholder or activist after being impelled by the legal and the market. References [1] Philp.Kotler. Marketing Management, ShangHai People Press, 2003:5~8 [2] Victor.Middleton. Marketing in Travel &Tourism, Chinese Tourism Press, 2001: 299~359 [3] Deng Desheng, Zhan Geliang,Yang Lihua. Analysis about the Chinese and Foreign Green Marketing Disparity and Origin [J]. Finance and Economics Theory and Practice,2004,(5) 108—111 [4] Wang Minglin, Liu Wang. A Study on the Protection of Heritage Resources and Governmental Behavior in the Course of Tourism Development[J]. Tourism Journal, 2005,(5) 21—24 : 1152 :