Green Product's Overall Strategy (1)

The green overall product strategy is a collection of means for companies to integrate their social responsibility and environmental goals into their overall products, and achieve effective product marketing goals through effective green product management. Its main contents include overall green product management and green product portfolio strategy. , green product packaging strategy and green product trademark strategy and so on.

1 overall green product

From the perspective of marketing, we usually view products as a whole value consisting of core products, formal products and extended products. The overall green product is starting from this value of the product as a whole, with the purpose of inducing and satisfying the consumer's green consumption demand, establishing the overall marketing concept of green products in the enterprise, and implementing the design, development, production, and marketing of the overall green product.

1.1 Green Core Products

The core product refers to the use value or core benefit of the product. It is the real purpose of the consumer's purchase. The focus of the green core product is to improve the core products of consumer consumption so that the core benefits that the product can provide are in line with the interests pursued by consumers. Its essence is to satisfy the psychological and behavioral needs of consumers' green consumption while providing product use value. Its contents broadly include the following aspects: Developing products that can simultaneously satisfy consumers' green consumption behaviors; Emphasizing the green quality of products; Increasing the green characteristics of products; Eliminating unsafe or unacceptable components or characteristics; Green product products; Green design

1.2 Green Form Products

The green core product must use the corresponding carrier to realize its core interests. The green form product is the realization form of the green core product. It is the product entity that the consumers can really feel, and it usually includes the product appearance style, quality, features, brand And packaging and so on.

● Appearance of green products

The design of the appearance of the product varies according to the product's own characteristics, functions, use objects, and the specific requirements of the use environment. However, the appearance of the green product in addition to the above factors should focus on the product's environmental protection and safety features, such as product design can enhance its Appropriate shape of environmental quality impression, appearance safety, reliability and its coordination with the environment, green color, reflection of the appearance of the logo style.

● Green name and logo

To ensure that a product is a green product, specific brand names or logos can be designed to make it easy for consumers to identify and generate green associations, such as China's "Chinese Green Food" logo.

● Brand and packaging of green products

For the sake of identification, specific brand names or logos can be designed for specific green products. At the same time, the government or corresponding agencies can design green product logos for green products so that consumers can identify and produce green associations. For example, our country The "China Green Food" sign. Green packaging includes the green product packaging and product packaging green two major aspects, the former is how to package the green characteristics of the product to make it easy to use and identify, while the latter refers to the packaging of all products should be how to package is beneficial ecological And environmental protection.

1.3 Green extension products

Extending products refer to the additional benefits of products purchased by consumers in the form of purchase and use. Green extended products mainly refer to the greenization of extended products provided by enterprises, and usually include the following:

● Provide consumers with green purchasing methods

In many advanced developed countries, the popularity of shopping methods has begun to be green, such as allowing consumers to refrain from using product packaging, thus saving both resource consumption and consumers' spending on shopping.

● Provide green services to consumers.

Providing green services to consumers is an important part of green extension products, including publicity of green environmental concepts, introduction of green products, after-sales service of green products, quality inspection of green products, judging of legislation, and additional benefits provided to encourage the consumption of green products.


(to be continued)