Authoritative Forum: International Trade and Green Marketing

First, the background and causes of the rise of the world's green wave For a long time, as humans only seek development, do not attach importance to environmental protection, resulting in the reduction of the Earth's resources year by year and the deteriorating human environment, so the rise of the green tide for the purpose of protecting the ecological environment is not accidental. It has a profound historical background and practical reasons.
1. The deteriorating global living environment The fierce market competition has led many countries to pursue fame and fortune. They have not over-exploited natural resources to produce products, arbitrarily discharged waste gas, waste residues, waste liquids, and even produced products that cause environmental pollution after consumption. This led to the lack of non-renewable resources, the destruction of the ecological environment, and the damage to human health.
2. The formation of worldwide and regional conventions and agreements As people gradually realize the seriousness of this destruction, for the sustainable development of mankind itself, from the declaration of the human environment in Stockholm to Rio's environmental declaration, it is produced internationally. A large number of agreements and treaties protecting the environment. According to the statistics of the UN Environment Agency, there are currently more than 150 global and regional international conventions and agreements on the environment, which reflects the growing concern of the international community with environmental issues.
3. Many countries in the world have begun to pay attention to environmental issues. With the development of society, the relationship between the economy and the environment has become more and more close. Many countries have increasingly attached importance to environmental issues. As early as the 1970s, the original West Germany used a green sign. In 1978, West Germany implemented a green plan that met the environmental requirements for the production and use of the product and awarded the “green angel” symbol to products that are harmless to the human body. In order to protect the environment, the Canadian government has begun the implementation of a five-year environmental plan of $3 billion, a green plan. In recent years, Japan, Norway, Sweden, France, Finland, Switzerland and other countries have all implemented green plans to strengthen environmental protection.
4. Growing awareness of consumers' green awareness With the widespread publicity and advocacy of society, more and more consumers in many countries have correctly established their awareness of “green environmental protection”. They have used the “green viewpoint” to choose Commodities and exerting influence on producers.
With the rise of the green wave in the world, environmental protection and international trade are increasingly closely linked. In order to protect the ecological environment, some countries and international organizations have formulated a series of trade measures, vigorously promoted the environmental standards set by international organizations, and restricted or prohibited the export of products that did not meet the standards.
Second, the impact of the world's green wave on international trade 1. The gap between the North and South trade is growing. Due to differences in the level of economic development, there are many contradictions in the environmental protection and trade between developed and developing countries, and they are becoming more and more acute. The voice of environmental protection in developed countries has been rising loudly, and developing countries have always been in a passive position. On the one hand, in order to meet basic survival needs, they have to overload natural resources and develop at a low level, which will certainly lead to the deterioration of the environment; on the other hand, these countries have weak environmental awareness, laws and regulations are not perfect, and environmental standards are relatively low. And unable to pay for the expensive cost of improving this situation. This difference in protection awareness and environmental standards has made it difficult for the environmental protection measures of both developed and developing countries to harmonize. This has led to more acute and complicated conflicts between the two sides.
This contradiction makes developing countries disadvantageous in international trade. The disparity between North and South will increase, as follows: (1) Developed countries use environmental standards, environmental protection signs, and market access conditions as a means of trade protection, rejecting many products of developing countries, and making developing countries The export trade situation worsened.
(2) Developed countries have dominance in the world environmental protection market. They are the first to get a foothold, while the environmental protection technologies and industries in developing countries have just started and are weak in strength and are at a disadvantage in competition.
(3) As environmental protection regulations and environmental protection standards in developing countries are more relaxed, in order to evade stricter environmental protection regulations in the country, enterprises in developed countries have transferred their seriously polluting industries to developing countries, further worsening their environmental status and economic interests. Loss.
(4) The industrialized countries have made it clear to the World Trade Organization that future negotiations must link the labor standards of developing countries and environmental protection with trade. Attempts to harm the developing countries’ export competition base.
It can thus be seen that the international trade issues arising from the green tide have already profoundly affected the trade activities among countries with different levels of economic development. If they are not coordinated and resolved in time, it will restrict the development of the world economy.
2. The structure of the international trade commodity is more optimized With the rise of green consumption, people’s consumption concept is no longer the same as the previous cost of consuming large amounts of resources to obtain comfort in life, but on the basis of the comfort of seeking, save resources. Advocating nature and pursuing health will become an important content and trend of the optimization of commodity structure in international trade. It is reflected in: (1) The proportion of green products in the international trade commodity structure is increasing day by day. In the international market in the future, severely punishing the trade that pollutes the environment and destroys the ecological balance is understood and supported. Therefore, green products will have great attraction and competitiveness in the international market in the future and will be the trend of world commodity development.
(2) The proportion of primary products in the international trade commodity structure has further declined. Under the pressure of protecting the ecological environment, the proportion of primary products that are at the expense of predatory exploitation of natural resources in the international trade commodity structure is decreasing.
(3) With the adoption of new environmental protection technologies and new technologies, the content of technology and knowledge in products will increase significantly, making the transition from labor-intensive and resource-intensive to technologically intensive.
(4) International trade barriers are more diverse. With the rise of the world's green wave, environmental protection will become a tool for countries to implement trade protection attention policies, and then develop into a new non-tariff barriers --- green trade barriers to protect their industries or markets from imported goods. The impact. For example, while the American auto industry has been challenged more and more, the U.S. government has promulgated the "Pollution Prevention Law," which requires that all imported cars must be equipped with anti-pollution devices and have formulated nearly exacting customs technical standards. This is actually using the name of environmental protection to promote trade protectionism.
It can thus be seen that the green wave has had a tremendous impact on the content of international trade activities, forcing us to adapt to changes in the world trade trends in our trading activities.
3. The competition in international trade has become more fierce. In order to seize the emerging environmental protection market, many countries have invested heavily in research on environmental protection technologies, vigorously developing green products, and competition has become increasingly fierce. For example: In the fluorine-free refrigeration technology, competition between the United States and Europe begins; Japan and Europe compete with each other in resource recovery. With the development of environmental protection technologies and industries, green products will emerge in large numbers and urgently need to find export channels, which will make international competition more fierce.
It can thus be seen that the green wave has had a tremendous impact on the external environment of international trade activities, which has made companies in various countries face more severe challenges in international trade.
Third, the green marketing strategy In today's society, economic globalization is the world's development trend, abide by international trade standards, participate in world economic activities is the only way for China's corporate development. Therefore, enterprises should firmly grasp the theme of “green” in international trade activities, seriously consider how to turn environmental protection to provide a large number or even unlimited market opportunities into corporate marketing opportunities, and use green to open up the breakthrough point for entering the international market. Increase the sales volume of enterprises and increase their export capacity.
1. Integrate environmental protection plan with corporate marketing strategy In the production process, through the use of modern management methods, advanced production technology and equipment, to minimize the investment of resources, increase the export volume of products, thereby reducing the pollution to the environment Create "no waste" or "less waste" companies. For unavoidable pollution eyes, new technologies are used to make them resourceful. In terms of product strategy, it is necessary to develop products and services that are greener to the environment, more affordable to the environment, or more environmentally friendly, so that they can meet the dual goals of meeting consumer demand and improving the environment. For example: Sino-U.S. joint venture Shanghai Xerox Corporation is equipped with three waste intelligence facilities when introducing process technologies and equipment, so that the emission of dust is much lower than the standard, the introduction of acid-alkali wastewater automatic neutralization control device to prevent the pollution of groundwater and its plastic products Mud barrels, spoons, etc. are used. A number of comprehensive utilization measures can not only control secondary pollution, save waste disposal costs, but also obtain indirect economic benefits through secondary use of resources.
Developing countries should prevent developed countries from transferring pollution through industrial transfer and resist the invasion of "environmental colonialism." Never introduce devices that have been banned from use abroad.
2. To increase the "green content" of enterprises To improve economic efficiency, enterprises must adopt high and new technologies, increase the technological content of enterprises, increase the green content of enterprises, increase the technological content of enterprises, and increase the green content of enterprises complement each other. The so-called "green content" is the extent to which the company influences the ecological environment after the whole process of marketing activities and the consumption of the products it sells. Where there is no pollution or damage to the environment, the green content is high and vice versa. The increasingly stringent environmental regulations in various countries are the driving force for increasing green content. When the company develops products, whether it is the selection of product lines, the training of product items, the replacement of packaging, or the improvement of the quality of employees, the green content must always be taken into consideration. At present, green consumption has gradually become fashionable. Whether companies as marketers adapt to changes in consumer behavior and throw out products with high green content to maintain long-term consumer enthusiasm for purchase and consumption is the key to the success of marketing. If companies can focus on the input of green content and develop green marketing, they will be able to increase their competitiveness. A Swedish paper company increased its market share by 3% due to the production of chlorinated and bleached diapers. A battery manufacturer in France has received the government's “blue sky for environmental protection” because of its non-toxic waste mercury and cadmium in its production. The product market has opened wide, and the market share has increased from 5% to 15% within a few days.
3, increase the green content of the packaging on the market today, packaging methods and materials, but also caused a lot of waste of resources and environmental pollution, such as plastic bags, cans and so on. In order to save resources and protect the environment, zero-degree packaging can be researched. The packaging method not only does not produce any rubbish, but also the package can be reused.
4. Entering the green industry market The green industry is the environmental protection industry. It is the necessary material and technological basis for solving environmental protection issues. The development of the environmental protection industry is the general trend of global industrial restructuring. According to the relevant data from the US Department of Commerce, entering the 21st century, the global environmental protection market can reach 400 billion U.S. dollars. Although there are some foundations for China's environmental protection industry, there are few products and the quality is poor. It can not meet the needs of the development of the country and the enterprise. There is a big gap between it and the developed countries and it should accelerate development. Therefore, the environmental protection market at home and abroad is full of business opportunities.
5. Import CI strategy and shape the green image of the enterprise Since the enterprise integrates environmental concepts in its operations, it must protect nature, eliminate pollution, turn waste into treasure, and make full use of resources to benefit future generations as corporate social responsibility, through green marketing, establish Green corporate image, CI strategy is the best choice. From inside to outside, comprehensive planning, internal employee education, corporate culture construction, external publicity, and promotion of public awareness all highlight “greenness” and enhance the cohesiveness of the enterprise itself from concept recognition, behavior recognition, and visual identity. Deepen consumer's feelings towards enterprises and create competitive advantages for enterprises, which will bring good market and social effects to enterprises.