With the increasing globalization of the economy, the demand for office furniture industry in China is growing. With the health of consumers and the awareness of environmental protection, office furniture has been given more missions. To gain a place in a highly competitive market, it is necessary to actively develop green marketing.
Since the reform and opening up, China's economy has grown rapidly, and office demand, such as government agencies, institutions, and enterprises, has grown substantially, which has led to significant advances in the office furniture industry and an ever-increasing output value. Up to now, China has become the largest manufacturer and exporter of office furniture in the world. At the same time, the domestic market puts forward higher requirements for the office furniture industry, and must actively carry out green marketing, emphasizing humanization, comfort and technology, and promote the office furniture industry to a new stage of development.
The so-called green marketing refers to the method of winning the market in the fierce competition through the market segmentation and positioning, comprehensive use of products, prices, channels and promotion strategies. For office furniture companies, it is also necessary to comprehensively use green marketing mix, namely green product strategy, green pricing strategy, green channel strategy, and green promotion strategy.
In the green product strategy, office furniture needs to achieve green design, green packaging, fight for green signs, and get a "green pass." Among them, the green design process should consider the greening of raw materials, the design is oriented to manufacturing and assembly, the design is oriented to disassembly, and the life cycle assessment technology.
In the green pricing strategy, green price refers to the price attached to the development of green products, labor and material inputs and higher than the price of traditional products. For office furniture, the green price is the basic driving force to promote green marketing. It is also possible to rationally allocate resources such as raw materials, greatly improve resource utilization, and at the same time strengthen the construction of corporate green image.
In the green channel strategy, office furniture enterprises need to carefully choose middlemen and establish a stable green marketing network; pay attention to the work of relevant links of marketing channels, do the basic work of green marketing channels; establish short channels, wide channels and reduce channels as much as possible Cost and green cost.
In the green promotion strategy, office furniture enterprises should pass green media, through green advertising, green promotion, green public relations and other means, to convey green information, guide green consumption, and inspire the green demand of consumers.
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