低碳营销传播创新:理念、策略与方法

How Companies Achieve a Innovative Path to Implement Low-carbon Marketing Communication: Theories,Strategies and Methods

低碳营销传播是企业在全球气候变化背景下实现可持续发展的现实选择。在厘清低碳营销传播的理论源头及其核心理念基础上,首次系统提出了低碳营销传播的基本准则、可行策略与实践方法。研究认为,绿色营销是低碳营销传播的思想源头,社会营销是低碳营销传播的方法论基础。加强企业自身的碳管理效率与低碳营销传播创新能力,建立前瞻性的低碳营销传播管理体系,应对气候变化背景下树立低碳消费者导向的新型营销传播理念,加强低碳消费者行为研究,科学的低碳产品开发与营销传播推广,持续开展低碳营销传播策略与方法的创新及实践,是企业实现低碳转型需遵循的基本准则。通过碳披露在透明化的社会公民形塑中打造可持续的企业品牌声誉,利用碳标签赋予产品尊贵的具有差异化的低碳身份符号,通过建立低碳供应链打造价值共创的利益共同体,实施低碳产品、低碳补贴策略以创造和让渡最大化的消费者低碳价值,企业开展低碳营销传播策略与方法创新具有广阔前景。

Low-carbon marketing communication is a realistic choice for companies to achieve sustainable development in the context of global climate change. After tracing the sources of Low-carbon marketing communication theory and its core concept,this article proposes the basic criteria, feasible strategies and practical methods of Low-carbon marketing communication for the first time. The research finds that green marketing is the ideological source of Low-carbon marketing communication while social marketing is the methodological basis of low carbon marketing. The research also finds that enhancing the efficiency of low carbon management and the innovation capability of low carbon marketing communication, establishing prospective management system of low carbon marketing communication,implementing the modern consumer-oriented marketing concept under the background of climate change, improving the research on low carbon consumer behavior, scientifically developing low carbon product and marketing plan, continuously innovating and putting into practice on the strategies and methods of low carbon marketing communication are the basic criteria for companies to achieve a low-carbon transition. In addition,creating and transferring the maximum low carbon value to consumer,constructing low carbon supply chain that can achieve co-creation value,implementing creative methods of marketing,such as carbon disclosure,carbon labeling,low carbon product,low carbon subsidies, etc. are the effective ways for companies to achieve innovation in low-carbon marketing communication.