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随着绿色消费的兴起,绿色营销已经成为企业选择的一种新的营销方式。笔者认为,绿色营销必须有相应的营销策略指导,结合绿色营销自身的特点,营销组合策略的发展,笔者提出了1P+8R 的绿色营销组合策略:1P 指产品(Product):对于绿色营销,之所以再次强调产品,是由于产品绿色化是实施绿色营销企业的重要标志之一。绿色产品包括可直接改善生态环境的产品,及可减少对人类社会和环境的实际或潜在损害的产品。在对环境的末端治
With the rise of green consumption, green marketing has become a new marketing method that companies choose. The author believes that green marketing must have a corresponding marketing strategy guidance, combined with the characteristics of green marketing itself, the development of marketing mix strategy, the author puts forward a 1P+8R green marketing mix strategy: 1P refers to product (Product): for green marketing, Therefore, re-emphasizing products is due to the fact that product greening is one of the important signs of implementing green marketing companies. Green products include products that directly improve the ecological environment, and products that reduce actual or potential damage to human society and the environment. In the end of the environment governance