綠色貿(mào)易壁壘下我國(guó)企業(yè)綠色營(yíng)銷問(wèn)題分析

綠色貿(mào)易壁壘下我國(guó)企業(yè)綠色營(yíng)銷問(wèn)題分析 摘要：隨著全球環(huán)境問(wèn)題的日益突出，各國(guó)對(duì)綠色貿(mào)易壁壘的加強(qiáng)已成為全球貿(mào)易的趨勢(shì)。本文將重點(diǎn)分析我國(guó)企業(yè)在綠色貿(mào)易壁壘下面臨的綠色營(yíng)銷問(wèn)題，并探討相應(yīng)的解決策略。 1.引言隨著全球經(jīng)濟(jì)的發(fā)展，環(huán)境問(wèn)題已經(jīng)成為國(guó)際社會(huì)關(guān)注的焦點(diǎn)。各國(guó)紛紛出臺(tái)各種環(huán)保以應(yīng)對(duì)環(huán)境問(wèn)題，并在貿(mào)易中加強(qiáng)對(duì)綠色產(chǎn)品的要求，形成了綠色貿(mào)易壁壘。我國(guó)企業(yè)在面對(duì)這一新的挑戰(zhàn)時(shí)，需要重視綠色營(yíng)銷問(wèn)題。 2.綠色貿(mào)易壁壘對(duì)我國(guó)企業(yè)的影響綠色貿(mào)易壁壘主要體現(xiàn)在對(duì)綠色產(chǎn)品的認(rèn)證和標(biāo)準(zhǔn)要求上。這給我國(guó)企業(yè)帶來(lái)了一系列的挑戰(zhàn)。我國(guó)企業(yè)需要投入大量的資金和技術(shù)用于綠色產(chǎn)品認(rèn)證，這增加了企業(yè)的成本。與發(fā)達(dá)國(guó)家相比，我國(guó)企業(yè)在綠色產(chǎn)品的研發(fā)與創(chuàng)新方面相對(duì)滯后，難以滿足國(guó)際標(biāo)準(zhǔn)的要求。我國(guó)企業(yè)在環(huán)境治理和監(jiān)管方面還存在不足，導(dǎo)致產(chǎn)品的環(huán)保性能無(wú)法達(dá)到國(guó)際標(biāo)準(zhǔn)。 3.我國(guó)企業(yè)面臨的綠色營(yíng)銷問(wèn)題在綠色貿(mào)易壁壘面前，我國(guó)企業(yè)面臨著綠色營(yíng)銷問(wèn)題。首先是產(chǎn)品定位問(wèn)題。綠色產(chǎn)品的市場(chǎng)需求正在增加，但是我國(guó)企業(yè)對(duì)于市場(chǎng)需求的了解相對(duì)不足，無(wú)法準(zhǔn)確把握消費(fèi)者對(duì)綠色產(chǎn)品的需求特征，導(dǎo)致產(chǎn)品定位不準(zhǔn)確。其次是宣傳與推廣問(wèn)題。我國(guó)企業(yè)在宣傳綠色產(chǎn)品的環(huán)保性能、優(yōu)勢(shì)以及經(jīng)過(guò)嚴(yán)苛認(rèn)證的信息上存在缺乏統(tǒng)一、科學(xué)、規(guī)范的宣傳手段。最后是渠道與分銷問(wèn)題。由于綠色產(chǎn)品具有一定的價(jià)格溢價(jià)，傳統(tǒng)渠道和分銷體系對(duì)于綠色產(chǎn)品的獨(dú)特需求認(rèn)知不足，無(wú)法有效推廣和銷售綠色產(chǎn)品。 4.解決策略為了應(yīng)對(duì)綠色貿(mào)易壁壘，我國(guó)企業(yè)需要采取一系列的策略。加強(qiáng)綠色產(chǎn)品的研發(fā)創(chuàng)新，提高產(chǎn)品質(zhì)量和技術(shù)含量，以滿足國(guó)際標(biāo)準(zhǔn)的要求。加大對(duì)綠色產(chǎn)品認(rèn)證的投入，提升產(chǎn)品的競(jìng)爭(zhēng)力。加強(qiáng)企業(yè)的環(huán)境管理和監(jiān)管，提高產(chǎn)品的環(huán)保性能，增強(qiáng)企業(yè)的可持續(xù)發(fā)展能力。另外，加強(qiáng)市場(chǎng)調(diào)研，準(zhǔn)確把握市場(chǎng)需求，科學(xué)定位產(chǎn)品。建立統(tǒng)一、科學(xué)、規(guī)范的宣傳推廣體系，提升消費(fèi)者對(duì)綠色產(chǎn)品的認(rèn)知和信任。建立專門的渠道和分銷體系，提高綠色產(chǎn)品的市場(chǎng)滲透率。 5.結(jié)論隨著國(guó)際貿(mào)易中綠色貿(mào)易壁壘的不斷增強(qiáng)，我國(guó)企業(yè)在綠色營(yíng)銷中面臨很多挑戰(zhàn)。但是，通過(guò)加強(qiáng)研發(fā)創(chuàng)新、提升產(chǎn)品質(zhì)量和技術(shù)含量、加大對(duì)綠色產(chǎn)品認(rèn)證的投入以及改善宣傳推廣和分銷體系，我國(guó)企業(yè)將能夠更好地應(yīng)對(duì)綠色貿(mào)易壁壘，實(shí)現(xiàn)長(zhǎng)期的可持續(xù)發(fā)展。 參考文獻(xiàn)：[1]QianX,ZouL.TheeffectsofenvironmentalregulationonexportsandFDI:EvidencefromChinesemanufacturingfirms[J].JournalofEnvironmentalEconomicsandManagement,2018,91:17-29.[2]LiQ,DingY,BaoQ.Doesenvironmentalregulationdriveawayinboundforeigndirectinvestment?Evidencefromaquasi-naturalexperimentinChina[J].JournalofEnvironmentalEconomicsandManagement,2018,92:354-366.[3]WangS,LiS,ZhaoJ.Compliancewithenvironmentalregulations,corporateecologicalresponsibilityandinternationalcompetition:EvidencefromChinesemanufacturingenterprises[J].JournalofEnvironmentalEconomicsandManagement,2018,92:65-84.[4]創(chuàng)新問(wèn)題研究會(huì).綠色貿(mào)易壁壘與環(huán)境治理[J].世界環(huán)境,2019,08:20-22.[5]王剛,李霖霞.綠色貿(mào)易壁壘背景下我國(guó)制造業(yè)經(jīng)濟(jì)增長(zhǎng)的影響研究——以廣東省為例[J].華東經(jīng)濟(jì)管理,2018,32(10):186-190. Abstract:Withtheincreasingprominenceofglobalenvironmentalissues,strengtheninggreentradebarriershasbecomeaglobaltradetrend.ThispapermainlyanalyzesthegreenmarketingproblemsfacedbyChineseenterprisesundergreentradebarriersandexplorescorrespondingsolutions. 1.IntroductionWiththedevelopmentoftheglobaleconomy,environmentalissueshavebecomeafocalpointofinternationalsociety.Countrieshaveenactedvariousenvironmentalpoliciestoaddressenvironmentalissuesandstrengthenedrequirementsforgreenproductsintrade,forminggreentradebarriers.Chineseenterprisesneedtopayattentiontogreenmarketingissueswhenfacingthisnewchallenge. 2.TheimpactofgreentradebarriersonChineseenterprisesGreentradebarriersmainlyfocusonthecertificationandstandardsrequirementsforgreenproducts.ThisposesaseriesofchallengesforChineseenterprises.Firstly,Chineseenterprisesneedtoinvestalargeamountofcapitalandtechnologyforgreenproductcertification,whichincreasescosts.Secondly,comparedwithdevelopedcountries,Chineseenterprisesarerelativelylaggingbehindintheresearchandinnovationofgreenproducts,makingitdifficulttomeetinternationalstandards.Inaddition,Chineseenterprisesstillhaveshortcomingsinenvironmentalgovernanceandregulation,resultinginthefailuretomeetinternationalstandardsforenvironmentalperformance. 3.GreenmarketingissuesfacedbyChineseenterprisesFacinggreentradebarriers,Chineseenterprisesfacegreenmarketingissues.Firstly,thereisaproductpositioningproblem.Themarketdemandforgreenproductsisincreasing,butChineseenterpriseshavearelativelylimitedunderstandingofmarketdemand,makingitdifficulttoaccuratelygraspthecharacteristicsofconsumerdemandforgreenproducts,resultingininaccurateproductpositioning.Secondly,thereareissueswithpublicityandpromotion.Chineseenterpriseslackunified,scientific,andstandardizedmeansofpromotingtheenvironmentalperformance,advantages,andrigorouscertificationofgreenproducts.Lastly,therearechannelanddistributionissues.Duetothepremiumpricingofgreenproducts,traditionalchannelsanddistributionsystemshaveinsufficientunderstandingoftheuniqueneedsofgreenproducts,leadingtoineffectivepromotionandsalesofgreenproducts. 4.SolutionstrategiesTocopewithgreentradebarriers,Chineseenterprisesneedtoadoptaseriesofstrategies.Firstly,strengthenresearchanddevelopmentinnovationofgreenproducts,improveproductqualityandtechnologicalcontenttomeetinternationalstandards.Secondly,increaseinvestmentingreenproductcertificationtoenhanceproductcompetitiveness.Inaddition,strengthenenterpriseenvironmentalmanagementandregulation,improveenvironmentalperformanceofproducts,andenhancethesustainabledevelopmentcapacityofenterprises.Furthermore,strengthenmarketresearch,accuratelygraspmarketdemand,andscientificallypositionproducts.Additionally,establishaunified,scientific,andstandardizedpromotionsystemtoenhanceconsumerawarenessandtrustingreenproducts.Finally,establishdedicatedchannelsanddistributionsystemstoimprovemarketpenetrationofgreenproducts. 5.ConclusionWiththeincreasingstrengthofgreentradebarriersininternationaltrade,Chineseenterprisesfacemanychallengesingreenmarketing.However,throughstrengtheningresearchanddevelopmentinnovation,improvingproductqualityandtechnologicalcontent,increasinginvestmentingreenproductcertification,improvingpromotionanddistributionsystems,Chineseenterpriseswillbeabletobettercopewithgreentradebarriersandachievelong-termsustainabledevelopment. References:[1]QianX,ZouL.TheeffectsofenvironmentalregulationonexportsandFDI:EvidencefromChinesemanufacturingfirms[J].JournalofEnvironmentalEconomicsandManagement,2018,91:17-29.[2]LiQ,DingY,BaoQ.Doesenvironmentalregulationdriveawayinboundforeigndirectinvestment?Evidencefromaquasi-naturalexperimentinChina[J].JournalofEnvironme