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.

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.

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.

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.

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.

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.

不同碳减排政策交互影响下发电企业交易策略

在双碳目标和电力系统转型背景下,发电企业的交易策略会发生重要转变。基于可再生能源配额制的实施,综合考虑碳排放权市场和绿证市场,探究了发电企业参与电力市场的最优决策。首先搭建了在多政策情形下市场主体参与交易的市场架构,理清各市场中的供求关系。随后建立发电企业利润函数,以发电企业利润最大化为目标,并分别在非合作博弈和合作博弈两种情况下,建立发电企业的最优生产交易模型。最后通过算例分析检验该交易模型,为发电企业在多种政策影响下参加电力市场交易提供依据。

全国统一大市场如何推进企业绿色创新?——来自上市公司的经验证据

贯彻新发展理念是新时代我国高质量发展的必由之路,如何通过释放市场需求红利将全国统一大市场优势转变为企业绿色创新优势成为值得关注的重点问题。本文采用基于城市层面的市场潜力指标衡量全国统一大市场优势,利用上市企业绿色专利申请数量和被引次数分别反映企业绿色创新数量和质量,进而研究全国统一大市场优势对企业绿色创新的影响。结果显示,全国统一大市场优势显著促进企业绿色创新数量和质量的提高。进一步的作用机制分析表明,全国统一大市场通过减少资源错配、促进企业增加创新投入和减少企业销售成本等影响企业绿色创新。考虑不同企业所有制性质,不同行业、地区的企业绿色创新异质性,发现全国统一大市场对国企、重污染行业、中西部地区绿色创新效果更为显著。进一步考虑政府干预作用后的结果表明,地方政府的过度干预弱化了全国统一大市场优势的充分发挥。文章的研究结论对中国充分发挥全国统一大市场优势、鼓励企业绿色创新等具有重要的理论和现实意义。

市场激励型环境规制与区域绿色创新效率——基于产业结构优化的中介作用和财政分权的调节作用

市场激励型环境规制是解决环境治理负外部性、推进区域绿色创新效率的重要途径。以2005~2020年省级面板数据为研究对象,采用系统广义矩模型(GMM)法检验市场激励型环境规制对区域绿色创新效率的影响效应及作用机理。结果表明:市场激励型环境规制能够显著促进区域绿色创新效率的提升;从影响机制来看,市场激励型环境规制可以通过促进产业结构合理化和产业结构高级化显著促进区域绿色创新效率的提升。此外,有效的财政分权环境能够正向调节市场激励型环境规制与区域绿色创新效率的关系。

数字化提升企业绿色创新质量的机制研究

选取中国A股上市公司的面板数据,运用多元回归分析模型,考察企业数字化对其绿色创新质量的影响,以及风险承担与市场竞争对二者之间关系的中介和调节机制。研究结果显示,企业数字化对其绿色创新质量具有提升作用,风险承担在企业数字化与绿色创新质量之间发挥部分中介作用,市场竞争对企业数字化与其绿色创新质量之间关系具有正向调节作用。进一步的分析结果显示:与民营企业相比,国有企业数字化对绿色创新质量的促进作用更大,且对中央企业的促进作用比地方国有企业大;与规模较小企业相比,规模较大企业数字化对绿色创新质量的促进作用更大;与处于衰退期的企业相比,处于成长期和成熟期的企业数字化对绿色创新质量的促进作用更大。研究结论能够为企业的数字化战略安排和政府的市场竞争环境培育提供有益的借鉴和启示。

“双碳”目标下基于系统动力学的发电行业碳减排政策研究

能源结构转型和碳减排政策是实现“双碳”目标的重要举措。本研究旨在探讨“双碳”背景下发电行业碳减排政策与市场交易机制的耦合作用。通过研究绿色证书市场交易机制、碳排放市场交易机制与电力市场机制间的耦合协同效应,考虑了价格影响市场间机制、能源结构分析和技术创新等因素,建立系统动力学模型并进行多情景仿真,研究不同政策组合对市场均衡及电力行业碳减排的影响。通过对模型的敏感性分析,评估了各种政策措施对系统行为的潜在影响,对政策体系的作用机理及其协同机制进行分析,明确不同政策间可能存在的冗余激励和效应冲抵等现象。研究得出:有效的碳减排政策组合使得未来十年火电装机占比下降至45%,可再生能源占比突破50%与传统能源持平甚至超过传统能源。建议碳减排政策的成功实施需要综合考虑市场监管、激励机制、技术创新等多方面因素。

内部控制视角下政府环境监管与企业绿色技术创新——市场化水平的调节作用

“双碳”背景下,工业企业如何平衡环境保护与经济发展的关系成为亟待解决的问题。以2012—2019年中国120个城市工业企业为研究对象,选取内部控制、市场化水平作为中介变量与调节变量,探讨政府环境监管对企业绿色技术创新的影响,并通过构建回归模型进行分析,结果表明:①政府环境监管对企业绿色技术创新具有正向影响;②企业内部控制在政府环境监管对绿色技术创新的影响过程中发挥部分中介作用;③市场化水平负向调节政府环境监管与绿色技术创新的关系。结论可为政府加强环境监管,从而进一步改善市场环境提供重要参考。

电碳绿证交易耦合下新能源发电商参与投标竞争的多市场博弈分析

引入碳市场和绿证市场有助于通过市场机制提高新能源的市场竞争力,进而促进新能源发展和实现电力行业低碳运行。在电力、碳和绿证交易耦合的多市场环境下,如何研究新能源发电商的策略性竞争行为及其影响是一个重要的理论课题。为此,该文建立了一个计入新能源出力不确定性且考虑电-碳-绿证交易耦合的多市场博弈均衡模型,其中考虑了新能源发电商和传统发电商在电-碳-绿证3个市场中的博弈行为,并引入偏差惩罚机制对新能源发电商的投标偏差进行处理,采用非线性互补方法求得该均衡模型的解。最后,通过算例仿真验证了所提理论模型的合理性和有效性,结果表明:与单独引入碳市场或绿证市场相比,同时引入碳市场和绿证市场更能增强新能源的市场竞争力,降低碳排放量。

企业数字化转型的绿色效应研究——基于资本市场与产品市场的外部治理视角

数字化转型为企业绿色化提供强劲动能。基于企业微观层面,以2013-2020年沪深A股制造业企业为研究对象,考察数字化转型对企业绿色化的影响,并从资本市场和产品市场外部治理视角探究其中介机制。实证分析表明,企业数字化转型能够显著促进其绿色化,主要是通过降低融资成本和提高产品市场竞争力两种渠道来实现。与传统制造企业和亏损企业相比,企业数字化转型对绿色化的促进作用在现代制造企业和盈利企业中体现得更为显著。研究结果丰富了企业数字化转型的经济后果,为数字化和绿色化协同发展提供经验证据。

双碳目标下绿色金融碳减排效应的实证研究

绿色金融是实现绿色低碳发展战略的重要手段,研究绿色金融碳减排效应及其作用机制对实现“双碳”目标具有重要现实意义。利用2008—2020年省际面板数据,实证检验了绿色金融碳减排效应、作用机制和异质性。研究结果表明:无论是总维度还是分维度,绿色金融均具有显著的碳减排效应,其中绿色投资的碳减排效应最大,绿色证券次之,绿色信贷最小;绿色技术创新对绿色金融碳减排效应具有中介作用,环境规制与金融市场化均增强了绿色金融碳减排效果;东部组、科技发达组和高耗能组相对中西部组、科技欠发达组和低耗能组绿色金融碳减排效应更为明显。因此,进一步加大绿色金融产品创新,实现绿色金融资源高效配置,制定差异化绿色金融政策尤为重要。