The connotation and characteristics of green marketing are described

The meaning of green marketing and its characteristics.

Green marketing is driven by green consumption. The so-called green consumption refers to the fact that consumers are aware that environmental degradation has affected their quality of life and lifestyle, and require enterprises to produce and sell green products with the least impact on the environment to reduce consumption that harms the environment. The so-called green marketing refers to the marketing strategy of enterprises to take the concept of environmental protection as their business philosophy, green culture as their value concept, and consumers' green consumption as the center and starting point, and strive to meet the green consumption needs of consumers.

Green marketing is an extension and development of traditional marketing, and there is no difference between the two in terms of marketing process, both of which include marketing research, target market selection, formulation of corporate strategic plans and marketing plans, and formulation of marketing mix strategies. However, if we put aside the general marketing and conduct an in-depth analysis of the two, we will find that the focus of the two studies, the input marketing information, the needs of the target customers, and the four major marketing strategies all show different characteristics.

The focus of the studies is different. The focus of traditional marketing research is the so-called "magic triangle" composed of companies, customers and competitors. This type of marketing mainly obtains profits by coordinating the relationship between the three, so as the external natural environment of the enterprise, it will only be noticed when it affects the "magic triangle" and thus the profitability of the enterprise.

The research focus of green marketing is to consider the relationship between corporate marketing activities and the natural environment, that is, to study the impact of the natural environment on corporate marketing activities, and the impact of corporate marketing activities on the natural environment. It can be seen that the focus of green marketing research is the further expansion of the "magic triangle".

Green marketing is not only different from the traditional marketing research focus, but also different from traditional social marketing. Although traditional social marketing attaches importance to the combination of corporate interests with the long-term interests of consumers and society, it does not pay attention to sustainable social development. Green marketing, on the other hand, attaches importance to the relationship between business activities and the environment, and breaks through the boundaries of countries and regions to pay attention to the global environment.

Therefore, the focus of green marketing is more long-term and more contemporary than traditional social marketing.

Green products have characteristics that are different from traditional products. The so-called green products refer to products that contribute to the improvement of society or the environment, or products that do less harm to society and the environment, or products that improve the environment and the quality of life of society better than traditional products.

Green products, like traditional products, have the following three performances: Main performance - the core product successfully meets the main needs of consumers; Technical performance - the product meets the requirements.

Green marketing is a marketing activity and process that realizes the symbiosis and win-win situation of man, nature and society. It is based on the premise of environmental awareness, uses comprehensive ways and means, has a clear green mark, implements international green standards, and realizes the symbiosis and win-win situation of the three.

Answer]: Connotation: (1) The concept of pretend marketing is "green";

2) The industry to which the green marketing enterprise belongs is green, or the products it produces and operates are green (such as smoke-free industry);

3) Green marketing emphasizes that enterprises serve not only customers, but also the whole society; Consider not only the near term, but also the long term;

4) Green marketing should not only take from nature, but also strengthen the protection of nature.

Features: Emphasize the implementation of the green concept in the whole marketing process, emphasize the overall and long-term interests, and emphasize the concern for the environment in the whole square posture. The contradictions in green marketing are more prominent, and the unique market differences of green marketing.

Compared with traditional marketing, Shenhui green marketing has the following characteristics:

Wu Xiaofeng: 1) Green marketing is premised on green consumption. After people's physiological needs such as food and clothing are satisfied, it will lead to the demand for improving the comprehensive quality of life, and the demand for a clean environment and green products will arise, and it is precisely because of the demand for green products and high-grade quality of life that the formation and development of green marketing will be promoted.

2) Green marketing is guided by the concept of green. Green marketing is centered on satisfying demand, providing consumers with products that can effectively prevent waste of resources, environmental pollution and damage to health, and pursuing the long-term interests and sustainable development of human beings.

3) Green marketing is guaranteed by the green system as the legal system. The new concept of green marketing aims to achieve the coordinated and sustainable development of human society. Therefore, in a region, a country and even the world, it is necessary to have a sound political and economic management system, formulate and implement guidelines and policies for environmental protection and green marketing, restrict short-term behavior in all aspects, and safeguard the long-term interests of the entire human society.

4) Green marketing takes green technology as the material guarantee. Only by promoting the development of green products with green technology, and promoting the development of green products that save energy and renewable resources and are pollution-free, is the material guarantee of green marketing.

Summary. Hello, the concept of green marketing is in today's society, environmental destruction, pollution intensification, life.

It is proposed in the context of imbalance and natural disasters threatening the survival and development of human beings.

New ideas to come. Since the 80s, along with the environmental protection of consumers in various countries.

With the increasing awareness, a green wave has been set off around the world, green projects, green factories, green stores, green commodities, and green consumption.

New concepts such as fees have emerged, and many experts believe that we are going green.

The next century will be the green century. In this wave of impact.

The concept of green marketing will naturally arise accordingly.

The concept of green marketing mainly emphasizes the needs of consumers and the interests of enterprises.

And the interests of environmental protection are organically unified, and its most prominent feature is to fully take into account the use of resources and environmental protection issues, requiring enterprises.

From product design, production, sales to the use of the entire marketing process should take into account the economical use of resources and environmental protection interests, so as to achieve safety, hygiene, pollution-free, etc.

The goal is to realize the common aspirations and needs of mankind - the sustainable use of resources and the protection and improvement of the ecological environment. To this end, the production and sales of green products are developed.

The development of green industry is the foundation of green marketing, and it is also the key to the success of enterprises engaged in marketing activities under the concept of green marketing.

The most prominent feature of green marketing is that it takes full account of environmental protection issues.

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Hello, the concept of green marketing is a new concept put forward in the context of environmental destruction, aggravated pollution, ecological imbalance, and natural disasters threatening human livelihood and development. Since the eighties, with the increasing awareness of environmental protection among consumers in various countries, a wave of green has been set off around the world, and new concepts such as green engineering, green factories, green stores, green commodities, and green consumption have emerged, and many experts believe that we are moving towards the green era, and the next century will be the green century. Under the impact of this wave, the concept of green marketing will naturally arise accordingly.

The concept of green marketing mainly emphasizes the organic unity of consumer needs and corporate interests and environmental protection interests, its most prominent feature is to fully take into account the use of resources and environmental protection issues, requiring enterprises from product design, production, sales to the use of the entire marketing process should take into account the early and fierce conservation of resources and environmental protection interests, so as to achieve safety, health, pollution-free, etc., its goal is to achieve the common aspirations of human beings and the need for a sustainable use of resources and protection and improvement of the ecological environment. To this end, the development of green product production and sales, the development of green industry is the basis of green marketing, but also the key to the success of enterprises in marketing activities under the concept of green marketing.

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