制革企业绿色营销实施障碍及其解决策略研究

Implementation obstacle of green marketing in leather enterprises and its solution strategy

在我国消费群体节能环保意识逐步强化,绿色消费意识逐渐觉醒的趋势下,绿色消费需求增加,要求也随之提高,这就需要从根本上明确要求各产品企业积极实施绿色营销.就制革企业而言,实施绿色营销,可实现有限资源充分合理利用,可在促进企业健康可持续发展的基础上,推动企业及其营销与社会经济、环境资源之间实现和谐共处、协调发展.基于产品、价格、传播角度分析了制革企业绿色营销实施障碍,并针对性提出了 一些有效可行的应对策略,即绿色产品策略、绿色定价策略、绿色传播策略.

In China, consumer groups are gradually strengthening the awareness of energy conservation and environmental protection, and the awareness of green consumption is gradually awakening under the trend, the demand for green consumption is increasing, and the requirements are also rising, so that the product enterprises are required to implement green marketing actively fundamentally. As far as tannery enterprises are concerned, the implementation of green marketing can realize the full and reasonable utilization of limited resources, and promote the harmonious coexistence and coordinated development among enterprises, their marketing, social economy and environmental resources on the basis of promoting the healthy and sustainable development of enterprises. Therefore, the obstacles to the implementation of green marketing in tannery enterprises were analyzed from the perspectives of product, price and communication, and some effective and feasible countermeasures were put forward including green product strategy, green pricing strategy and green communication strategy.