Abstract: with the gradually accelerate the pace of economic globalization and multinational companies in the domestic implementation of strategy of "sales of origin", China office furniture enterprises core competitiveness, low labor costs has been a serious threat. Facing the increasingly intense market competition, China office furniture enterprises must through continuous learning to improve design level, enhance the awareness of environmental protection and green marketing level, change the old mode of marketing, can survive in the fierce market competition, to strive for the development.
Key words: office furniture; green marketing; environmental protection
Middle map classification: F123.9 document code: A article number: 1673-291X (2011) 13-0204-02
　　
First, the office furniture industry to carry out the background of green marketing
In 2010, China's GDP surpassed Japan to become the world's second largest economy for the first time, but at the same time China was the country's first energy consumer, and the intensity of energy consumption was 5 times that of Japan. 2011 is the first year of the 12th Five-Year plan, the sixth point of the 12th Five-Year plan is: to accelerate the construction of resource-saving and environment-friendly society, improve the level of ecological civilization. This requires us to establish green, low carbon development concept, accelerate the construction of resource-saving and environment-friendly mode of production and consumption, and enhance the ability of sustainable development in the face of increasingly strengthened resources and environmental constraints. Since the 2008 financial crisis, international trade protectionism, promulgated by the state policy of stimulating domestic demand and at the same time, office furniture enterprises how to carry out green marketing, has become the breakthrough green barriers and the industry sustained and healthy development of the urgent need.
According to the different circumstances of the use of furniture can be divided into civilian furniture and office furniture. Civil furniture is mainly used in residential and hotel accommodation, office furniture is mainly used for offices, schools and hospitals and other public places. Compared with civil furniture, office furniture in the development process more focus on innovation, modern style and the use of human engineering and other science and technology, is the best window to understand the characteristics of the furniture industry. Over the past thirty years of reform and opening up, China has developed into the world's largest furniture production and export country, however, the popularity and application of modern marketing mode in Chinese furniture enterprises is still in the primary stage. The traditional furniture enterprises how to break through the old marketing model, focus on the strategy of sustainable development, and actively implement the green marketing, related to the enterprise's own survival and development and the ability to build a competitive advantage in the international furniture market.
Two, the basic theory of green marketing
Green marketing is refers to in order to promote the sustainable development as the goal, to achieve the unity of economic interests, consumer demand, and environmental benefits, market main body according to the principle of scientific and normative, through a purpose and a plan for development and with other subjects of the market exchange value products to meet market demand as a management process. Enterprise's marketing concept has been developed for nearly a century, and it has evolved into a stage of sustainable development by the product oriented stage. Traditional marketing research center is composed of enterprises, customers and competitors "magic triangle", the research method is to coordinate the relationship between the three to obtain the maximum profit. For the pursuit of profit maximization, the traditional marketing methods tend to put the ecological needs of the system outside the human needs, resulting in the destruction of the ecological environment. Green marketing is the relationship between the natural ecological environment and corporate marketing activities, is the traditional "devil triangle" relationship between the further complement and expansion. The main theoretical basis of green marketing not only includes the traditional marketing, but also includes the theory of sustainable development and circular economy.
Sustainable development refers to the development of the ability to meet the needs of the contemporary people, without compromising the ability of future generations to meet the needs of. Circular economy is to promote a preferred model for the strategy of sustainable development, it is a general term in the process of production, circulation and consumption reduction, reuse and recycling activities, also is the resource conservation and utilization in general circulation. Traditional economic activities process performance as "resources - products - waste and pollution emissions" one-way linear flow process (so called from the cradle to the grave), is the linear process of the economic and social development are difficult to coordinate, resulting in unsustainable development. Circular economy with "resources - products - renewable resources" (so called from the cradle to cradle of the cycle of development model instead of the traditional linear growth pattern, efficient use of resources, while protecting the environment. The establishment and development of circular economy should follow the principle of 3R, which belong to the principle of reduction (reduce) the input method, its purpose lies in reduce production and consumption processes into material quality, to prevent waste production rather than in the waste generated after treatment; reuse (reuse) principle belongs to the process method, its purpose is extended the time intensity of products and services. The resource based principle (Recycling) is an output method, which aims to reduce the amount of final disposal by turning waste into resources. China began to implement the "Circular Economy Promotion Law" in January 2009, which indicates that China's circular economy has entered into a comprehensive promotion phase of the system from the initial theoretical research and experimental practice.
Three, China's office furniture industry marketing situation
The earliest introduction of modern office furniture in China is the United States of America (Lamex) furniture company in Hongkong. When the United States was founded in 1977 in Hongkong, and from 1985 began to enter the mainland market. Beauty changed the domestic office furniture manufacturers sit shop business -- "sit and wait" single sales model, creating a "going out" the direct distribution pattern: sales through visits to customers, office building developers, architects and interior designers, and they set up cooperative relations also greatly promotes sales. First is following after the United States to enter the domestic office furniture market in Hong Kong and Taiwan funded enterprises, which also a Hong Kong company "Lai" and two Taiwan funded company "Aurora" and "Ryobi" once and beauty together is jokingly referred to as the office furniture industry in China's "four Mingdan". Newcomer in the small and medium-sized market followers have to follow "four Mingdan" production and operation mode and improved, gradually formed the office furniture industry "letting a hundred flowers blossom and a hundred schools of thought contend" situation.
In 2006, the United States was the world's second largest office furniture manufacturer, the United States HNI company wholly-owned acquisition, becoming the first large-scale horizontal merger of the Multi-National Corporation in the office furniture industry to the domestic enterprises. By the end of 2007, the world's largest manufacturer of office furniture Steelcase companies in the United States to the Hni and the same way completed the merger of Hong Kong, Europe and the United States Office Furniture Co., Ltd. (ultra) the whole transverse, and the use of the advantages of overall mergers and acquisitions to integrate ultra Steelcase's a series of products. In March 2011, the world's third largest office furniture manufacturer Miller Herman announced that it had reached an agreement to acquire the POSH furniture company in Hongkong. At this point, the world's three largest office furniture company Steelcase, HNI and Miller Herman have chosen to quickly enter the Chinese market in the way of mergers and acquisitions. The three giants have chosen the way of mergers and acquisitions, the purpose is to quickly obtain new business resources, expand the scale of operations and open up new markets.
Four, China office furniture enterprise marketing the only way
China office furniture enterprises with internal advantage is the vast domestic market, low labor costs, internal weaknesses is very low labor productivity and design ability; external opportunities is green consumption demand increase, joining the WTO brings new opportunities and circular economy promotion law introduced, external threats is join WTO unfavorable influence, environmental pressure and design ability insufficient. These factors determines the China office furniture enterprises must cherish the cheap labor costs this is difficult to maintain long-term advantages, fully understand the consumer demand in the domestic market, seize the favorable opportunity of countries to stimulate domestic demand, innovative design ability, scientifically improve labor productivity, good by joining the WTO brings favorable factors, response to the national call to establish circular economy, through the development of green marketing to meet the increasing green consumption, the remain invincible in the fierce competition in the market.
Five, office furniture enterprise's green marketing strategy combination
Green marketing strategy, is refers to the enterprise from the green marketing strategy of through market segmentation and positioning, product positioning, using a combination of product, price, channel and promotion 4P combination, to meet customer demand, in the market competition get market share.
1 green product strategy. The object of marketing research is mainly the product, so the green product strategy is the primary strategy of green marketing. The content of green product strategy is composed of three parts: green design, green packaging and green mark. (1) green design. The traditional design method takes the profit maximization as the goal, does not pay attention to the product manufacture and the use process to the environment brings the harm. Green design is using the product life cycle assessment techniques, each stage of the whole life cycle of design, cost estimation, analysis, and the evaluation results are used to guide the design and fabrication scheme of decision, will be for the unity of the modern design method of different stages as an organic whole. The main factors that need to be considered in the process of green design of office furniture are: 1) the green of raw materials. 2) design for manufacturing and assembly. 3) design for disassembly. 4) life cycle assessment technology. (2) green packaging is also called packaging green, refers to environmentally friendly less polluting of all kinds of packaging items in line with environmental protection requirements, including the two aspects of environmental protection and resource recycling. Green packaging to promote and guide the green demand is strong a green marketing, green packaging used properly can enhance the attractiveness of enterprise products, and can greatly enhance the enterprise's green image. (3) the issuing department of the green mark is a government agency or a social public organization. Green mark has an important role, it is the social recognition of enterprises and the behavior of enterprises in line with environmental standards, is an important basis for enterprises to be widely recognized by the community, "green pass". The implementation of environmental labeling certification system, the purpose is to control the product from the design and production to use, and then to the waste treatment and finally recycling and reuse of the whole process of environmental behavior. State Environmental Protection Administration promulgated the "environmental labeling product certification technical requirements" on office furniture in 2004. Its basic aim is to reduce the impact on human health and the environment in the process of production and use of office furniture.
2 green pricing strategy. "Green price" is a new concept to the Chinese office furniture enterprises. Green price refers to the additional development of green products knowledge, labor and material inputs and higher than the price of traditional products. On the prices of green products produced mainly affects the factor is the social cost, it with the products of the enterprise cost (product cost) together, become set product prices, minimum green office furniture and office furniture enterprise is able to carry out the daily economic activities. Another factor that determines the green office furniture products price level, product can bring customer the commercial utility, namely green office furniture can from much up to meet user needs and preferences. The main factors that influence the green pricing of office furniture include green demand and green cost, green competition and marketing objectives, and other marketing mix factors. Generally speaking, there is a green demand of consumers generally more recognized green products have higher value, the price of green office furniture is relatively low sensitivity, can accept relatively high psychological price. But on the other hand, consumers always want to be able to buy cheaper products, so the price control of green office furniture is very important. The construction of the green price mechanism in the Chinese office furniture enterprises is very important for the implementation of green marketing for office furniture enterprises. First, the price of green is to promote the enterprises to implement the basic power of green marketing; second, the price of green can reasonable allocation of raw materials and other resources, and greatly improve the efficiency of resource use; third, the price of green can also strengthen the enterprise green image building for office furniture enterprises of green barriers to breakthrough.
3 green distribution strategy. Green marketing channels is the key to success in the implementation of green marketing, office furniture enterprises should grasp the following aspects: (1) the principle of the integration of production and marketing. (2) the combination of individuality and generality. (3) hierarchy and pertinence.
4 the communication strategy of green office furniture. Marketing communication is a process to attract and promote potential consumers to implement the purchase behavior. In the final part of the marketing process, how to successfully spread the green products and their value, as a key step to determine the success of the entire green marketing. The main contents of green communication are as follows: (1) to determine the spread of green marketing objectives. (2) to determine the required funds for the dissemination of green marketing. (3) identifying and identifying the target audience. (4) collecting and sorting out information. (5) the choice of marketing information dissemination method. (6) the choice of marketing information dissemination channels.
　　
reference：
[1] million Houfen. Green marketing [M]. Beijing: Higher Education Press, 2006
[2] Guo Guoqing. Marketing theory [M]. Beijing: Renmin University of China press, 2005.[editor Wu Mingyu]