The hottest green overall product strategy

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Green overall product strategy (Part 1)

Green overall product strategy is a collection of means by which enterprises integrate their social sense and environmental goals into their overall products, and achieve their product marketing goals through effective green product management. Its main contents include overall green product management, green product portfolio strategy, green product packaging strategy and green product trademark strategy

1 overall green products

from the perspective of marketing, we usually regard products as a value whole composed of core products, formal products and extended products. The overall green product is to set up the overall marketing concept of green products in enterprises and promote the design, development, production and marketing of overall green products from the starting point of the overall value of the product and for the purpose of inducing and meeting the green consumption needs of consumers

1.1 green core products

core products refer to the use value or core interests of products, which is the real purpose of consumers' purchase. The focus of green core products is to improve the core products consumed by consumers, so that the core interests that products can provide are consistent with the interests pursued by consumers. Its essence is to meet the psychological and behavioral needs of consumers for green consumption while providing the use value of products. Its content roughly includes the following aspects: developing products that can meet the green consumption behavior of consumers at the same time; Pay attention to the green quality of products; Increase the green characteristics of products; Exclude unsafe or unacceptable ingredients or characteristics; Green products; Green design

1.2 green form products

green core products can realize their core interests only with the help of corresponding carriers. Green form products are the realization form of green core products, and are product entities that consumers can really feel. It usually includes product appearance, quality, characteristics, brand and packaging

● appearance style of green products

the design of product appearance style varies with the specific requirements of the product's own characteristics, functions, use objects and use environment, but in addition to the above factors, the appearance style of green products should focus on the environmental protection and safety characteristics of the product, such as the appropriate shape that can enhance its impression of environmental quality, the safety and reliability of appearance and its coordination with the environment, green color The reflection of identification on the appearance of style, etc

● green name and logo

in order to ensure that one of the products is green monofilament air-cooled and then immersed in a water bath or directly immersed in a heated water bath to obtain satisfactory results, a specific brand name or logo can be designed to make it easy for consumers to identify and associate green color, such as the "China green food" logo in China

● brand and packaging of green products

in order to facilitate identification, specific brand names or signs can be designed for specific green products. At the same time, the government or corresponding institutions can design green product signs for green products that facilitate unified identification, so as to enable consumers to identify and produce green associations, such as China's "China green food" logo. Green packaging includes two aspects: the packaging of green products and the greening of product packaging. The former refers to how to package products with green characteristics to make them easy to use and identify, while the latter refers to how to package all products to be beneficial to ecology and environmental protection

1.3 green extended products

extended products refer to the additional benefits obtained by consumers in the process of purchasing and using formal products. Green extended products mainly refer to the greening of extended products provided by enterprises, which usually includes the following contents:

● provide consumers with green purchase methods

in many advanced developed countries, the greening of shopping methods has become popular, such as allowing consumers to avoid product packaging, Thus, it not only saves resource consumption, but also enables consumers to reduce shopping expenses

● provide green services to consumers

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

2 green product portfolio strategy

green product portfolio strategy is a set of means to guide and meet green needs, and construct a good green product portfolio that is not only suitable for market environment and environmental protection requirements, but also suitable for enterprise capacity and development requirements

2.1 green product portfolio analysis

● product life cycle analysis

that is, how to combine environmental protection in all stages of product formation and disappearance, so as to integrate environmental protection into the stage of product movement

1. Definition of product life cycle

the product life cycle analysis (LCA) here is different from the concept of product life cycle in traditional marketing. The product life cycle in marketing refers to the market life cycle of a product, that is, the process from the beginning to the final disappearance of a product in the market, including the investment period, the long-term, the mature period and the decline period. The life cycle mentioned in this book refers to the natural life cycle of products

2. Structure and strategy of product life cycle analysis

(1) product system

product system includes the satisfaction of product functions and all other processes required to meet these functions. The main processes are the production, use and waste disposal of products. The quality of products is characterized by "functional units", which refers to a service or use value provided for a user or a process. In a sense, the functions provided by the product system are more important than the product itself

(2) process tree

the block diagram of the life cycle of a product system can be represented by a "process tree". Figure 1 is a simple process tree. The process tree has roots and branches, which are interrelated and connected with the use function through a central point. The "root" in the figure refers to the production process of materials, the branch refers to the waste disposal process, and the central point is the consumption process, which is usually called "product use"

(3) structure of product life cycle analysis

product life cycle analysis involves the system shown in Figure 3 and correspondingly includes three independent and interrelated parts. While providing functional services, the product system absorbs resources and energy from the environment and discharges wastes and pollutants to the environment. For example, SO2 is discharged into the environment. This constitutes the so-called "environmental intervention". List all processes that occur in the analysis environment. It carries out analysis and research through "classification" (called environmental impact analysis). Classification is to use models to associate the environmental intervention of product systems with the environmental functions of environmental systems, point out the contribution of product systems to some recognized environmental effects, and quantify these contributions by using "effect score". The change of environmental system function will cause a series of undesirable negative consequences, such as endangering human health, causing agricultural production reduction, destroying forests, affecting landscapes, damaging ecosystems and so on. These consequences constitute the impact on human society. The laws, regulations, norms and signs of human society form a normative system, but the valve is a mixed valve composed of three single valves. Disassembly is not only easy to change the performance of this group of solenoid valves, but also may affect the work of the other two valves, resulting in two pollution systems. The role of the environmental system needs to be evaluated, and the final decision is made on the basis of the evaluation; Either arrange the advantages and disadvantages of different product systems, or determine to take improvement measures for the product system, so as to reduce the impact of the product on the environment

(4) list analysis

list analysis is an integral part of product life cycle analysis, which is an item by item analysis of each item of the product system affecting the environment. In order to carry out this analysis, first of all, the format is best represented by a framework with nested structure, because the data of the process usually has a multi-level structure

(5) environmental impact analysis

environmental impact analysis or classification is an integral part of product life cycle analysis. It can be defined as quantifying the environmental impact of a product system for some recognized environmental problems. Generally speaking, hundreds of years of different types of environmental interventions can be summarized into 10-20 "effect scores" by classification. The methods and classification coefficients used for classification are not analyzed here. And only a simple study on how products play a role in the impact on the environment. The primary basis of classification is to list a list of recognized environmental problems in the product life cycle. Environmental problems can be expressed as processes/mechanisms or environmental effects. At the first international conference held in Leiden, the Netherlands, in December 1991, a list of recognized environmental problems should be drawn up for the environmental problems that should be considered in the product life cycle analysis, listing three types of environmental problems: ① consumption type. Including all problems related to the intake of a substance from the environment; ② Pollution type. Including all problems of discharging pollutants into the environment; ③ Destructive. Including all problems that cause changes in the environmental structure

(6) evaluation

through classification, that is, analyze the different interventions or impacts of products on the environment one by one. The impact of each product's life cycle on the environment can be expressed by several (10 ~ 20) effect scores. The next step is to comprehensively evaluate the life cycle of a product according to these effect scores. Evaluation is relative. That is, comparing the impact of different products on the environment, sometimes we may encounter such a situation: some effect scores of product a are better than those of product B, while others are inferior to those of product B. how to evaluate the advantages and disadvantages of the two? This requires a total index that can comprehensively reflect the scores of various effects, and the purpose of the evaluation is to this end. So far, there are two kinds of evaluation methods: qualitative multi criteria analysis and quantitative multi criteria analysis

qualitative evaluation is usually a comprehensive evaluation of the effect scores of the product life cycle provided by a seminar composed of experts. Finally, the products discussed are sorted to determine their impact on the environment

quantitative evaluation is carried out by weighting each effect score, but there is no recognized weighting system table so far, so this aspect is also quite difficult in practical application

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