Game Analysis and Countermeasures Discussion on Green Marketing

On the basis of making certain assumption on the game situation of carrying out green marketing, this paper conducts game analysis on the green marketing choice among enterprises, the green marketing choice between enterprises and consumers, and the green marketing choice of consumers. Then this paper expounds the necessity of implementing green marketing as follows: the green marketing is the inevitable requirements of sustainable development of economy; the green marketing is the inevitable choice of green consumption mode; the green marketing is the inevitable results of legalization of environmental problems. The problems faced by the implementation of green marketing are analyzed as follows: first, the concept of green marketing has not yet been established; second, the sociality of green demand has not yet taken shape; third, production characteristic of green products has not yet formed. The countermeasures of implementing green marketing as follows: pay attention to the propaganda and education of modern marketing concept; regulate the competition in the market of green products; strengthen transparency of green market information; reinforce the legislation work of food safety.

Green Marketing and Renewable Energy： Evidence on Motivations and Behaviour in the Aquacultural Market

The purpose of this paper falls within the theoretical framework of green marketing. It investigates the relationships that exist between the motives relating to aquacultural products marketed under the private label of a traditional retailer （Coop）, the attitude towards their purchase, the perception of their quality, their reliability and the willingness to pay for them. Particular importance is given to the green motives, those that lead to a preference for a product made with specific renewable energies such as biogas. The structural equation models （SEM） technique is used to develop propositions representing a theoretical approach to the integration of green marketing, in the context of the process for purchasing Coop brand fish. With regard to distinguishing between the motives, we referred to the approach that sets out three different types of motive： clean, green and ethical. The resulting managerial implications make it possible to assess how much the different types of motive influence the choices of the consumers. Managers will benefit from the results of this paper by understanding better the benefits for consumers of aquacultural products from renewable energy such as biogas. The originality of the paper lies in its focusing on green purchase behaviour in a poorly investigated sector such as that of fish breeding. The paper contributes to an understanding of the factors that influence environmentally responsible purchase behaviour and their exact relationships, that are still unclear in literature. The fact that environmental issues and concerns are constantly changing implies that ongoing research into their influence on consumer behaviour is essential

Green Marketing and Sustainable Development of Garment Industry -- A Game between Cost and Profit

This paper introduces how green marketing influences the sustainable development of garment industry. It analyzes the cost and profit to implement green marketing, both in a short term and in the long run. In a short term, the cost may increase. However, in the long run, the income will be higher than the cost. There＇re five reasons： reduced cost, expanding export by breaking down green barriers, establishing the enterprise＇s green image, being more competitive and avoiding green tax. Therefore, implementing green marketing is pivotal to the sustainable development of garment industry.

Analysis of BYD Green Marketing

Due to the requirements of society,more and more manufacturers begin to pay attention to green marketing.As the world's leading manufacturer,BYD has started to research new energy vehicles and already received some results,but it still has some problems.Several suggestions are given.BYD should master core new energy technology for its further development,attach importance to multiple marketing methods,strengthen efforts to build a green brand and get the support of R&D from the national government.

Development Strategy of Green Marketing of Pharmaceutical Enterprises against the Background of Building a Beautiful China

Objective To study the key issues and links in the construction of green marketing for pharmaceutical enterprises combined with the law of scientific development,so as to make joint efforts for the construction of beautiful China.Methods The literature and interview methods were used to demonstrate that green civilization was to pursue the harmonious coexistence between environment and human beings.Besides,the responsibilities and problems that pharmaceutical enterprises faced in the context of building a beautiful China had to be solved urgently.Results and Conclusion China should summarize historical errors and face the current situation while building a beautiful country.In addition,pharmaceutical enterprises should clarify the key links of green marketing to solve the problem of“three wastes”.Meanwhile,they should bear other responsibilities to promote green civilization and social development.

Study on Green Market Strategies of "Shanyuyuan·Jinhaixueshan" Hydrotherapy Vacation Hotel in Guizhou Province

Taking 'Shanyuyuan·Jinhaixueshan' Hydrotherapy Vacation Hotel in Yinzhai Village of Guiding County,Guizhou Province for an example,this research analyzes the green marking strategy of rural tourism hotel from the perspective of markeing position of ecological tourism,green product design,and green lifecycle,in order to offer references for the marketing methods and strategies of rural tourism hotels.

Status and Countermeasures for the Green Marketing of Agricultural Products Processing Enterprises in Yinchuan City,China

Based on the overview and characteristics of agricultural products processing enterprise in Yinchuan City,green marketing status of agricultural products processing enterprise in Yinchuan City is introduced from the aspects of product strategy,pricing strategy,distribution strategy and promotion strategy.Problems in the green marketing of agricultural products processing enterprise are analyzed,such as the obvious contradiction between the processing demand and the raw materials,low level of comprehensive utilization of resources,no common demand for green consumption in Yinchuan City,weak strength of enterprise and no concept of green marketing,poor macro-control and insufficient input,neglecting the environmental production of materials during marketing,and insufficient input of enterprises in professional marketing personnel.In order to improve the green marketing ability of enterprises and the development of agricultural products processing enterprise in Yinchuan City,the following countermeasures are put forward:green marketing strategy(mainly including cultivating the green marketing strategy for enterprises,gathering of green information,and strengthening the marketing strategy of target market)and green marketing policy(mainly including green products policy,green price policy,green channel policy and green promotion policy).

Evolving Green Aviation Transport System: A Hoilistic Approah to Sustainable Green Market Development

Aviation is one of the fastest growing industries as well as transportation modes in the world. Global aviation contributes about 2% of global greenhouse gas emissions and supports 8% of the world economic activity in terms of GDP. With the phenomenal growth in air trafficking by the national and international airliners the total carbon space available for flying is getting progressively diminished and the consequential emission levels are also becoming alarming over passage of time. The paper describes the concept of evolution of Green Transport system with focus on manufacturing of green aircraft and sustainable green marketing involving green supply chain. This entails introduction of New and innovative technologies, including aircraft designing, improving operational efficiency, air traffic control & monitoring etc;combined with emission mitigation efforts towards sustainable growth of the industry, can make enormous improvements in emission control and reduction in a planned and system-based manner. These integrated approaches are proposed to be used to harmonize the systems and processes that can essentially constitute the suggested framework of the Green Aviation Transport system. The paper, inter alia, discusses various conceptual, strategic, technological and economic and environmental dimensions of the Green Aviation transport system with focus on creating new Green Marketing opportunities for the aviation industry in future.

Lemon Effect of Green Agricultural Products and Its Marketing Strategy

The paper introduces the lemon effect of green agricultural products,analyzes the formation reasons of the lemon effect of green agricul-tural products and summarizes problems brought by the effect,such as malicious deception and high price.The paper proposes countermeasures toavoid the lemon effect of green agricultural products from a perspective of marketing.The first is to strengthen the quality supervision of green agri-cultural products,upgrade the quality of products,and build up branded products.The government should foster the main body of the products andguide the main body to realize the importance of brand construction and management.The second is to construct a sales channel system of greenagricultural products,making use of the trading center of modern green agricultural products to sell products,developing a long term partnershipwith processing industries,big supermarket and restaurants,making use of internet and selling products online and offline.The third is to propagatethe products.Make a good use of advertisement,personal sales,propagation and public relations to accelerate the healthy development of greenagricultural market.

考虑碳-绿证市场耦合的多虚拟电厂电-碳P2P交易模型

为了探索多市场交易下虚拟电厂(VPP)之间的点对点(P2P)交易模式,提出一种考虑碳-绿证市场耦合的多VPP电-碳P2P交易模型。建立包含光伏、储能、中央空调、碳捕集机组和用户负荷的多VPP聚合模型,建立绿证-碳配额耦合的VPP交易模型;在此基础上,基于合作博弈理论,建立多VPP社会效益最大化模型,采用交替方向乘子法对模型进行分布式求解,并建立非对称纳什议价模型对合作剩余利润进行分配;通过算例分析验证所提模型能在提升经济效益的同时,减少VPP的CO_(2)排放量。

市场激励型环境规制对居民绿色生活方式的影响分析

基于2007-2021年中国30个省域的面板数据,探讨市场激励型环境规制对居民绿色生活方式的影响。研究表明:市场激励型环境规制显著提升了居民的绿色生活水平;作为内生动力,绿色环境意识的提高显著促进了市场激励型环境规制对居民绿色生活方式的影响;异质性分析结果显示,高环境重视程度与低收入水平对居民绿色生活的促进作用更强。因此,政府应提升环境治理重视程度,发挥市场激励型环境规制的向导作用,精准施策,实现绿色生活方式。

碳计量视角下绿色电力交易对碳市场主体行为决策的影响机制研究

随着电力市场和碳市场的规模不断扩展,二者之间的交叉管理带来了显著的制度摩擦。现有研究多聚焦于绿色电力对可再生能源消纳的影响,但对于绿色电力与碳市场的耦合机制,尤其是其对发电企业利润及决策行为的具体影响缺,仍缺乏深入分析。文中运用系统动力学模型,结合碳计量方法,从发电企业的生产成本与利润角度出发,对广东电碳市场进行了模拟分析,包括可再生能源消纳权重政策调控、绿色电力价格、绿电在碳市场中的抵扣比例等关键因素对碳市场主体行为决策的影响。研究解构了绿电交易和碳市场互动的复杂机制,并强调了碳计量和碳监测在准确评估碳排放和引导市场行为中的重要性,提出了优化电碳市场耦合机制的研究方向。

数字化转型赋能企业绿色技术创新的影响研究——基于中国上市公司的经验数据

在“双碳”目标背景下,企业通过数字化转型推动绿色技术创新,这不仅关乎其自身生存发展,也是促进中国经济可持续发展的微观基础。本文基于2009~2023年沪深A股上市公司数据,实证检验数字化转型对企业绿色技术创新的影响。研究发现:(1)数字化转型有助于提升企业绿色技术创新水平,且估计结果十分稳健;(2)数字化转型通过增强内部能力、提高外部市场关注和增加政府补贴促进企业绿色技术创新;(3)异质性分析表明,在国有企业和环境规制强度高的区域,数字化转型对企业绿色技术创新的推动作用更为显著。本文为理解数字化转型赋能企业绿色技术创新提供经验证据,并为我国推动数字化转型以促进经济可持续发展提供理论和实践参考。

Marketing Strategies Evaluation and Selection for Supply Chain Management Under Uncertainty

Sustainable marketing,often known as green marketing,has grown in popularity over the last two decades.Government is currently putting pressure to encourage firms to become environmentally aware in multiple aspects like human and financial utilization,advertisement,and product movement.Different types of companies are including many environmental campaigns into their own products to take advantage of the problem.Although many scholars have addressed the relevance of green marketing as well as theory development,this study is unique in that it examines both techniques in a fuzzy context.The integrated Fuzzy Multicriteria Decision Making Model(MCDM)of the analytical hierarchy process(AHP)and a Portuguese-acronymous MCDM method(TODIM)are used to select the best marketing strategy from five alternatives:(i)Green Design,(ii)Green Positioning,(iii)Green Pricing,(v)Green Packaging,and(iv)Green Disposal.based on criteria such as the scale of the green market,price parity,and the commitment of top management.AfuzzyMCDMmodel for evaluating green marketing strategies was established in the study as contributions for decisionmakers in this field under unclarified circumstances.This research also a useful guideline for ranking alternatives in others industry.

市场准入管制放松与企业绿色转型——基于“市场准入负面清单制度”试点的准自然实验

企业是实现“双碳”目标的行动主体,加快企业绿色转型已成为实现高质量发展和生态文明建设的重要环节。以我国近年来逐步开始实施的市场准入负面清单制度作为外生事件,选取沪深A股上市公司作为研究样本,深入考察市场准入管制放松与企业绿色转型的关系及作用机理。研究发现:市场准入管制放松可以显著促进企业绿色转型,该结论在一系列稳健性检验之后依然成立。进一步分析发现,市场准入管制放松主要通过提升资源配置效率、缓解管理层短视和推进企业数字化转型三种途径来促进企业绿色转型。与此同时,非国有企业与制造业企业中市场准入管制放松对企业绿色转型的促进作用更明显,处于西部地区与市场化程度低行业的企业,市场准入管制放松对其绿色转型的积极影响更显著。研究结果能够为进一步贯彻落实市场准入负面清单制度和推进企业绿色转型提供经验参考和理论支持。

Analysis of Southern Taihang Tourism Production and Research on Brand Marketing Strategy based on SWOT and PST

Under the new normal economic environment, the traditional tourism faces competition, but also new opportunities in the emerging service industry. Thus, to enrich the expanding tourist market is a powerful guarantee of industrial development. Market research is based on binding to the marketing environment analysis to determine the product＇ s marketing strategy in order to better expand the market space. In this paper, SWOT method and PST tourist area on the South Taihang existing tourism products for analysis, several strategies Taihang Xinxiang south of brand marketing.

绿色发展背景下新能源汽车市场营销策略研究

随着我国经济结构的调整,绿色发展新理念已深入人心,为新能源汽车产业发展带来了重大机遇。本文聚焦新能源汽车市场营销策略,深入分析了绿色发展理念对新能源汽车市场营销的积极影响,并指出当前新能源汽车的营销现状及困境,在此基础上,针对性地提出了新能源汽车营销发展策略建议,旨在促进我国新能源汽车在市场营销环节的进步与发展。

绿色休闲的空间实践:花鸟市场的变迁、功能与展望

花鸟市场为休闲者接触生态环境、感知生物魅力提供了绿色活动空间。研究聚焦花鸟市场的历史变迁、功能演化和美好进路,探讨花鸟市场彰显绿色休闲的空间实践,旨在为生态游憩空间的可持续发展提供经验借鉴。研究发现,唐宋以来花鸟消费逐渐演化为兼具自然体验和审美意趣的休闲活动。新中国成立后,经由改造的花鸟市场更为规范、有序地进入市民休闲生活。改革开放后在花鸟消费意愿提升的背景下,花鸟市场空间规模得到扩充,逐渐成为融合休闲、消费、教育等多重功能的现代场所。可持续社会建构过程中,应进一步拓展花鸟市场的参与群体、规范花鸟市场的商业模式、提升花鸟市场的教育能效、宣扬花鸟市场的低碳理念,推动花鸟市场持续创造美好生活空间。

“一带一路”倡议下进出口贸易的机遇与挑战

本文聚焦于“一带一路”倡议下进出口贸易的经济层面,分析了“一带一路”倡议为沿线国家带来的市场拓展、基础设施互联互通、资源互补与优化配置以及技术创新与产业升级等机遇。同时,也指出了市场竞争加剧、跨境物流与供应链管理以及环境保护与可持续发展等方面面临的挑战。据此,本文提出提升企业竞争力、优化跨境物流与供应链管理,以及推动绿色贸易发展等策略与建议。旨在通过加强合作与应对挑战,共同推动“一带一路”倡议下进出口贸易的健康发展,实现沿线国家的共同繁荣与发展。

企业绿色创新能力有利于降低融资成本吗?——基于中国创业板市场的经验证据

如何在促进企业绿色创新的同时降低融资成本是当前亟待解决的问题。以2009—2022年中国创业板上市公司的数据为研究样本,采用固定效应模型和中介效应模型研究了企业的绿色创新能力对债权融资成本与股权融资成本的影响效果和影响渠道。结果表明:创业板上市公司的绿色创新能力能够显著降低自身的债权融资成本与股权融资成本,经营绩效和市场关注度是绿色创新能力的主要影响渠道。此外,企业绿色创新能力对降低非国有、制造业和有环境信息披露企业的融资成本更为显著。因此,企业应进一步提升绿色创新水平,同时政府进一步加大对企业绿色创新的支持力度,为企业绿色创新提供宽松的环境。