Research on the Significance of Green Marketing to Enterprise Development

Research on the Significance of Green Marketing to Enterprise Development

Green marketing has been widely used in modern enterprises, which benefits from the characteristics of green marketing. It meets the requirements of contemporary consumption for the concept of green environmental protection and embodies the idea of sustainable development. The concept of green marketing does not conflict with the development of enterprises. The following is my research paper on the significance of green marketing to enterprise development, hoping to help you.

In recent years, with people's attention to environmental protection, green marketing has been widely used in modern enterprise management. Therefore, by analyzing the characteristics and significance of green marketing, this paper puts forward the specific application of green marketing in modern enterprise management.

Keywords: green marketing; Modern enterprise management; Green management system; Competitiveness; corporate image

With the improvement of consumers' awareness of green consumption and the increasing impact of marketing activities on the environment, the concept of green marketing has gradually formed and been widely spread and applied. In modern enterprise management, the concept of green marketing has also been widely used. Many modern management enterprises integrate the concept of green marketing into the management concept and create a green management system, thus promoting the management development of the company. However, only by deeply understanding green marketing and its significance to enterprise management can we apply the concepts and methods of green marketing to formal enterprise management and promote the development of modern enterprise management.

First, the meaning of green marketing

Green marketing refers to a marketing concept that enterprises pay attention to ecological protection, promote the harmonious coexistence of economic development and environmental protection, take meeting consumers' green consumption demand as the center and starting point, and combine the interests of enterprises, consumers and the environment to promote harmonious coexistence and development. Green marketing requires enterprises to embody green ideas in various activities, production methods should meet environmental protection standards, business methods should meet green requirements, and enterprise management should be efficient and green. Enterprises should attach importance to the embodiment of green marketing concept in production, marketing and management. Save raw materials in production and strengthen recycling; Meet the green consumption demand of consumers in marketing and reduce marketing pollution; Establish a green management system in management, adopt green and efficient management methods, and implement green energy-saving and humanized management measures.

Second, the characteristics of green marketing

Green marketing has been widely used in modern enterprises, which benefits from its characteristics. Its characteristics meet the requirements of contemporary consumption for the concept of green environmental protection and reflect the idea of sustainable development. Moreover, the concept of green marketing does not conflict with enterprise development, and its characteristics meet the needs of enterprise economic development. Green marketing mainly has the following characteristics:

First, consider. Balance means that green marketing can combine three seemingly contradictory factors: enterprise interests, consumer interests and environmental protection, that is, enterprises can better meet the needs of consumers, enterprise development and environmental protection by using green marketing concepts and methods, and promote the coordinated development of the three, which is one of the most important reasons for the development and application of green marketing.

The second is legal. In recent years, green marketing methods have also been restricted by more specific laws and regulations. From a legal point of view, consumers' rights and interests are protected, enterprises have laws to follow, and management systems can be better constructed. Third, reciprocity. Green marketing not only aims at the enterprise itself, but also has an impact on consumers, promoting consumers to consciously protect the environment and raising environmental awareness; In enterprise management, it can also promote the development of employees' own green environmental protection ideas and actively cooperate with enterprise management. This interaction can also promote mutual progress and accelerate development efficiency.

Third, the application of green marketing in modern enterprise management

(A) change the concept of employee management and establish a green management system.

The application of green marketing in modern enterprise management is first reflected in its influence on management concepts. In the past traditional management concepts, many managers ignored employees' psychology and just blindly adopted the seemingly efficient squeezing management model, but in fact this management model not only seriously affected employees' psychological development, but also seriously affected the management efficiency after the long-term development of enterprises, so the management concept should be changed first. Under the concept of green marketing, managers and employees should also establish a more harmonious management model and improve the work efficiency of employees through some more effective methods. Adopting green management mode not only improves the work efficiency of employees, but also strengthens the management efficiency of enterprises. Through the gradual improvement of management methods, a green management system can be formed, which can improve management efficiency and promote green development in the management of employees and production and operation.

(2) Establish green marketing management and formulate green marketing strategies.

The production and marketing management of products is also the focus of enterprise management. Managers' decisions affect the actual marketing strategy and marketing efficiency. Therefore, enterprise managers should establish the concept of green marketing management, and take green marketing ideas as the guidance when formulating marketing strategies, so as to achieve green marketing objectives. In the application process, managers should first make clear the common relationship among enterprise interests, consumer interests and environmental protection, and distinguish the advantages and disadvantages.

First of all, enterprises should conduct effective market research, understand and analyze the current situation of market green marketing and consumers' ideas; Secondly, enterprises should make a reasonable product production plan and strictly control raw materials, production technology and production quantity. Choose green raw materials, adopt more scientific and efficient production methods to reduce pollution, and produce products according to actual needs without producing too much unsalable waste.

In addition, enterprises should also grasp the concept of green marketing in the actual marketing process, do not cause waste and pollution, and use some tips to reduce pollution. For example, many food companies put garbage bags and napkins in some dried fruit food bags, which seems to be unnecessary details, but in fact it can greatly improve the phenomenon of consumers littering; Finally, enterprises can take some green propaganda measures and choose some green media to carry out propaganda work, such as internet and newspapers, to avoid noise pollution and light pollution. By establishing this series of green marketing systems, enterprises can well reflect the application of green marketing, effectively carry out marketing management activities of enterprises and promote efficient management of marketing departments.

(C) the establishment of enterprise green management culture

Developing modern enterprise management culture is also an important work of enterprise management, and green marketing also has important applications in the cultivation of enterprise culture. By establishing green personnel management system and green marketing system, enterprises can let employees deeply understand the development concept of enterprises, and the achievements made by enterprises in green marketing activities are a very important part of enterprise management culture.

By combining these management concepts, management achievements and the management development of the company, a green management culture can be gradually formed in the enterprise, and this cultural content can be used as a signpost for the development and progress of the enterprise. The development of enterprise green management culture can not only strengthen the embodiment of enterprise management concept, but also have a far-reaching impact on employees, strengthen their understanding of the enterprise and enhance their sense of belonging. At the same time, it can also promote the formation of enterprise development direction, strengthen enterprise management methods, and further promote the development of enterprise green management.

Fourth, the significance of green marketing to the development of modern enterprise management

(A) to achieve sustainable development

If an enterprise wants to continue to grow and develop, it must face up to some problems in enterprise management and recognize some shortcomings in the process of enterprise development. Traditional enterprises have huge loopholes in environmental protection. Although they can save enterprise management costs in a short time and promote enterprise economic development, long-term development will only lead to self-destruction. Therefore, the application of green marketing is not only a simple change of marketing concept, but also a change of enterprise development path.

If enterprises can use the concept of green marketing deeply and effectively, they can truly realize the harmonious coexistence of business development and environmental protection. Through the establishment of this harmonious development relationship, enterprises can gain stronger development momentum, thus promoting the sustainable development of enterprises.

(B) enhance the competitiveness of enterprises

In enterprise sales, consumers consider many aspects in choosing enterprises and products, such as price, appearance, practicality and environmental protection. In many enterprises with similar prices and processes in the same industry, environmental performance has become an important indicator for consumers to choose products. Enterprises have greatly improved the competitiveness of products in environmental protection after applying the concept of green marketing.

With the improvement of consumers' requirements for environmental protection, environmental performance indicators have become more and more important. Therefore, green marketing can win more competitiveness for enterprises. Through the application of this marketing method, the products of enterprises can be distinguished from those of other enterprises, thus gaining the favor of more consumers and improving the competitiveness of enterprises. In the aspect of enterprise management, the enterprise management system applying the concept of green marketing is bound to be more efficient and more closely linked, and can better play the ability of enterprise employees, thus improving the work efficiency of enterprises, which is also an important way to enhance the competitiveness of enterprises.

(C) establish a positive corporate image

The image of an enterprise comes from many aspects, such as the enterprise's concept, marketing methods and management methods. On the consumer side, the source of corporate image mainly lies in its product marketing methods and publicity. If an enterprise adopts a very environmentally friendly and green marketing method, it will leave a good positive image for more consumers and greatly increase consumers' goodwill towards the enterprise from some details. It is also important whether the propaganda work of enterprises has had an impact on consumers' lives. If large-scale, extravagant and wasteful publicity methods are adopted, many consumers will resent it, and proper green publicity can establish a better image.

In enterprise management, enterprises that adopt green, efficient and humanized management methods can get more positive comments from employees, which can not only improve employees' satisfaction with the enterprise, but also improve their work efficiency. The most important thing is to form a positive publicity effect on enterprises and attract more talents to choose to enter enterprises. By using green marketing means, enterprises can establish a positive image at multiple levels, thus attracting more consumers and enterprise talent resources and promoting the further development of enterprises.

Verb (abbreviation of verb) conclusion

Modern enterprise management needs to change the traditional management concept and improve the human resource management and enterprise marketing management. With the increasing emphasis on environmental protection in modern society, the concept of green marketing has become an inevitable trend of market development. Applying the concept of green marketing to enterprise management not only conforms to the trend of market development, but also improves the development path of enterprises themselves, promotes the harmonious development among enterprise interests, consumer interests and environmental protection, and meets the requirements of contemporary sustainable development. Only in this way can enterprises gain greater competitiveness in the fierce market competition and strengthen enterprise management in a way that conforms to the laws of natural development. At the same time, the application of green marketing concept is also the embodiment of economic development and environmental friendliness, and it is an important way to promote the transformation of human thinking and sustainable development. As the leader of social and economic development, modern enterprises should pay more attention to the harmonious coexistence between man and nature, effectively apply the concept of green marketing to do a good job in enterprise management, and lead the market economy to the stage of green development.

refer to

[1] Jiang Yuguang. The orientation of green marketing in modern enterprise management and its implementation countermeasures [J]. Anhui Agricultural Bulletin, 2008,14 (11): 202-204.

[2] Liu Rong. The application of green marketing in enterprise marketing activities [J]. China Commerce and Trade, 20 10, (28): 37-38.

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