then the aggregate tin come apt GDI.

Green product promotion strategy to develop marketable products in, work out the right amount, choose the appropriate delivery aisles in the meantime, to take appropriate promotional means is to promote the importance of green products marketing push, but also business the most malleable marketing mix factors. This chapter introduces important advertising strategies of green products and public information strategy, analysis of the green products the choice of promotional mix factors and marketing mix strategy.

green products and advertising is advertising tactics initiated by a characteristic host, through the implementation of a paid media, non-staff communication, is the company to target buyers and the public to communicate directly forceful 1 of the four main tools. Advertising has many effects: long duration of time establish the image of the (advertising agent), long time of time to establish a specific brand image (brand advertising), dissemination of information on bargains, service or activity information (classified ads), announced a specialized sale (sale advertising) and the promotion of a cause (promotion of advertising).
the ad is to emphasize green products green product energy-saving features. green product advertising with the content and characteristics of common advertising, but advertising goals of green products and converge, appealing, and media choice has its own unique characteristics.
. green products advertising objectives and priorities
The so-called ad targeting is a specific period of time, the audience for a particular communication to complete the specific task. many of the specific communication and marketing objectives can be transferred to the ad. green products and advertising planning step is to determine your advertising goals. these ads target must be subject to the relevant company has developed the target market and market green products portfolio and marketing merge of various decision-making. The combination of strategic market positioning and restricted advertising in the overall marketing plan must do.
in our nation, in green enterprise advertising goals in the development of green products, it must take into list consumer awareness of green consumers and the stage, the characteristics of green products and product life cycle stages in which the green product market rivalry conditions and other factors. Therefore, advertising green products at this stage objectives to guide, inform, argue and caution the 4 stages. The following chart is a possible target because green product advertising.
green products guide advertising is not generally used in the green demand strong, the market has even now green products the formation of large-scale stage. At this stage,toronto escorts, the main goal of green products and advertising environment is to guide consumers to the importance and quality of life, and enhance public awareness of environmental protection so as to enhance the production of green consumer behavior, foster market for green products.
advertising green products is effectively used for this stage of market development, which aims to introduce green products to the market characteristics, such for natural product elements, product in use and the use will not cause harm to the environment and pollution .
persuasive advertising green products and more fierce competition in the market, the stage is quite important. this period, the company's aim is to construct selective demand for green products brand, attract new customers, and promote green products consumers buy our green products.
reminder advertising green products to consumers through constant indoctrination of the company's green product information to enable consumers to adopt the repetitive process, bearing in mind the company's brand of green products. Its intention is to keep the green consumer brand loyalty, so that existing consumers deem the brand they buy green products was the right decision.
. green products appealing advertising
communicators to decide on the target What the audience said that in order to generate the lusted repercussion, which is shrieked differently appeal, theme, mind or solitary marketing theme.

claims the type of appeal generally can be divided into three categories:
, rational self-interest demands that the requirements of the audience, they show products to produce the desired functional benefits. It is to showcase the product quality, economy, value or performance information.
, feelingful appeal is one venture to arouse a negative or affirmative sensibilities in order to facilitate their buy. communicators communication with alarm, guilt and scandal and other information required to enable people to do the right entity or should not do things to stop act.
3, with the moral demands awareness to guide the spectators to distinguish what is right and what is suitable. It is often secondhand to persuade human to aid social causes.
appealing
Generally speaking, advertising appeal of green products include three main targets:
, green products, green products
is the subject of advertising appeals. the performance of green productions green products advertising is usually the most essential information about the green functions, case in point, namely profitable to good health, vigor, the environment will no cause injure alternatively pollution was and small.
, green culture
weak consumer awareness in the green, green, languid demand, companies should demand a green civilization as the main object. green culture is the core of the green values, which includes the people to love nature, harmony with nature ideas, the pursuance of safety, health, high-quality green lifestyle.
3,
affair undertakings are likewise important targets of advertising appeals. via advertising and establish a good corporate picture. green products advertisement of pertinent advertising to clients, enterprises in the green environmental conservation, preserving the ecological balance of green action, obtain public like, and thus establish a good corporate picture.
theme
appeal advertisements appealing to the Green, green product The main theme of notifying appeals contain the following aspects:
, safe,toronto escort, healthy, pollution-free. This is mainly the performance characteristics of green products.
, solace,Boke handmade chocolates dingy rum 200 grams of chocolate truffles, harmony, tall quality of life. the cardinal guiding the public to alteration the antique Some of life and expense habits, and enhance environmental awareness, focusing on the alive environment and quality of life, and enhance the concept of green expense.
3, duty. through the promotion of human faces are immediately tired u000C
? Honghui??? ? ringworm??? Love He???? Love He???
B
D = W3R
where Evaluation of the calculation of the absolute index of the fuzzy alter
GDI expression is: GDI = W4D
Wi which are sub-index layer, index layer, rule layer, the target layer weight matrix (I =,, 3,4).
(4) detailing of the evaluation results obtained
GDI evaluation index, the classification is the > First, define the goals, objectives and range of evaluation will define the environment of the product life cycle.
Second, the inventory analysis. LCA catalogue analysis is the core and opener. It is by tracking the product life cycle, careful the various input and output stages list, and to quantify and diagnose. typical rejoinder to a list of product devise and fabrication, sales and transportation, use and final disposal stages of the analysis.
Third, according to the information in the list of established target impact analysis, complete analysis of the factors in the account, assessment. It is imagined that the arrows below the before system and the collected data, has completed a list of items in a product, the following evaluation matrix as LCA analysis. to a products in the corresponds to the standard set value comparison, the index of its original assessment.
mathematical wording is: Ai = Ci / Si
Aimm evaluation index set; Cimm incipient data set; Simm
by the criterion file set obtained from the ai, sub-index layer can be composed of the product life cycle appraisal matrix A.
() index layer, rule layer index is computed in mandate to facilitate the operation
simplified matrix, can be out the plenary life cycle period Canada and the matrix into the sub-index of water pollution index level derived ⑤ of the evaluation index.
A = SAj.Wp
Similarly, find the index level, respectively ⑥ ⑦ ⑧ hh evaluation index Ai, then reiterate the above treads, be regarded as the criterion level: indicators of environmental conditions The evaluation index:
Bj = SAi.Wp
Wmm index floor weight row matrix.
(3) appraisal of the target layer index enumeration.
objective evaluation index layer that is GDI
GDI = SBj.W3p
W3mm line rule layer weight matrix.
Finally, along to specialists established at the category table of a GDI concordance, GDI values ​​were calculated to determine whether the product is a green product and its ; degree.
for a digit divisible by the significant inconsistency, premonitory feud integral part of several categories of products, such as fluorine-containing refrigerators, both mechanical material, but also containing chemical substances, in order to extra accurately evaluation, by the Delphi method to gain each part of the weight, and use various parts of the method were obtained GDIi, then the total can come to GDI.
Fourth, to amend analysis. that is based on product life cycle assessment to take corrective measures.
resolved based on the results of the on elements, we can product the including: the alternative of sub-suppliers; choice of raw matters (product evolution); the process of choice; the choice of packaging substances; choice of manner of transportation; elimination, recycling mode choice. to take disciplinary operation steps:
. nail the problem: identify problems and determine their degree of environmental impact significantly.
. intended solution: the same effect by other means; reasoning; investment.
other means to the same effect include: increasing attempt to improve the product, to waste fewer in the life cycle of energy, water or chemicals; capable to maintain a safe means, repair, recycling products, recycling and terminal disposal? can use other raw materials on the environmental impact / semi-finished products? other parts accessible. Other supporting material can be used. the alternate process. can encounter the quality requirements of the prelude, to take cost-effective path to make them less impact on the environment? alternative packaging methods, whether the correct use of packaging materials? can reduce energy consumption? packaging material can recycling? packaging materials and other methods can be harmed by such treatment, without pollution to the environment. other alternative, environmentally less polluting modes of transport.
reasoning include: reducing pollution, recycling; is efficient recycling of raw materials, fuel, garbage or heat? by redesigning products, reduce material consumption; recycling and reuse, by-products and waste can be re-processing and utilization, or other companies to re-processing or re-use? other option treatment methods, waste heat, waste or by-products in the company can be used inside or outdoor the company?
investments include: the switch production mechanism / equipment; targeted training; automation; recycling vegetation; treatment vegetation.
3. on the proposed assessment
() Technology Assessment: performance should be considered; on the user's use merit ; related to the applicability, reliability, serviceability, production capability, product and process coordination.
() Environmental Assessment: environmental shock of alter degree of magnitude of differ companies is not the same, the company In considering the environmental clash of these should follow the retinue principles:
hindrance of environmental impact, that can use less hazardous materials to replace toxic, corrosive, flammable chemicals? reduce environmental impact (neat / safety / remind); recycled materials; energy recycling; in a controlled state sales / scalded; more appropriate way to destruction of
(3) economy evaluation: spend? it can bear (now / future / What time?) Other alternative methods of cost? it can not afford? How long investment recovery period?
4. decision-making and action plans relative to
() implementation / rejected. Based on the above analysis results and estimates of its consequences, the responsible managers will decide to implement or discard the proposed approach.
() action maneuver. for all of the amounts judged arrange. programs include: the objectives to be achieved; how to effect goals (methods and means); responsible; time preparations; log (report, covering the process and results).
5. Implementation
() action plan to appliance
() on pathway results. on the results to track the effectiveness, ensure its persisted effective
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