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        办公家具行业面临威胁越来越大 需积极开展绿色营销

        2017年07月12日 15:26:20字号:T|T

            在经济全球化步伐不断加快下,我国办公家具行业面临的威胁越来越大,人口红利带来的低成本优势逐渐消失。未来要在日益激烈的市场竞争中脱颖而出,需积极开展绿色营销,增加环保意识,提高可持续发展水平。

            自改革开放后,我国经济增长迅猛,政府机关、事业单位、企业等办公需求大幅增长,令办公家具行业获得长足进步,产值不断扩大。截至目前,我国已成为全球办公家具最大的制造国和出口国。

            不过,在2008年金融危机爆发后,国际贸易保护主义盛行,全球经济环境不甚理想,我国办公家具行业面临很大挑战。与此同时,国内市场对办公家具行业提出更高要求,强调人性化、舒适化、科技化,促使办公家具行业迈向新的发展阶段。

            在此背景下,办公家具企业如何开展绿色营销,成为突破行业瓶颈及实现可持续发展的迫切需要。

            所谓绿色营销,是指通过市场的细分和定位,综合运用产品、价格、渠道、促销策略,在激烈的竞争中赢得市场的方法。对办公家具企业而言,同样需要综合运用绿色营销组合,即绿色产品策略、绿色定价策略、绿色渠道策略、绿色促销策略。

            在绿色产品策略上,办公家具需要做到绿色设计、绿色包装,争取绿色标志,获得“绿色通行证”。其中,绿色设计过程中要考虑原材料的绿色化、设计面向制造与装配、设计面向拆卸、生命周期评估技术等因素。

            在绿色定价策略上,绿色价格是指附加了开发绿色产品的知识、劳务和物质投入而高于传统产品价格的价格,对办公家具而言,价格的绿色化是促进实施绿色营销的基本动力,还可以合理配置原料等资源,大幅提高资源利用率,同时能够加强企业绿色形象建设。

            在绿色渠道策略上,办公家具企业需要慎重选择中间商,建立稳定的绿色营销网络;注重营销渠道有关环节的工作,做好绿色营销渠道的基础工作;尽可能建立短渠道、宽渠道,降低渠道费用和绿色成本。

            在绿色促销策略上,办公家具企业要通过绿色媒体,通过绿色广告、绿色推广、绿色公关等手段,传递绿色信息,指导绿色消费,启发引导消费者的绿色需求。

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