Influencing Factors Of Green Marketing For Papermaking Enterprise And An Empirical Research About Their Function Effect

In recent years, due to rise of the global environment protection and the life-cycle of concepts, It is more increasing attention for the used products to impact the environmental because of the arbitrary disposal. "Environmental design", "Green design", "Resource recycle", "Green Marketing" , "recycling" and other concepts, are gradually expanding in all of the society. As a basic industry of national economy, the paper industry is one part of the natural composite socio-economic system. Their survival and development is closely related to the natural ecological environment. To protect the ecological environment, to advocacy energy-saving and emission-reduction, to develop recycling economy and to promote synergies development of the economic and ecological, these isn't only their own survival and development needs, but also these are the no-shirking social responsibilities. Green Marketing reflects the environmental awareness and social consciousness, from product design, production, manufacture, waste disposal, to the marketing mix strategy which makes for the environmental protections during the consumer products process:There are many studies in other industries and categories of Green Marketing. Although many Chinese enterprises have build up the green marketing concepts and establish a good beginning in practice, but the most awareness of green marketing has not established in papermaking enterprises. In the green plan, green products, green technology and green products in areas such as marketing, there are still a considerable gap, is also concerned about the people few and far between. With the market competition intensifies and the constant infiltration of the international characteristics, as a "high pollution, high energy consumption" of the traditional paper industries must stand on a high degree of the global market, they completely analyze and enhance the marketing and management, establish the suitable green marketing model for enterprises, put in practice of green management, they can have their own share of the market in the life-death competition and challenges.In this paper, the author recalls the green marketing theory and related literature. Through the competitive analysis of marketing environment, SWOT analysis and the marketing status quo analysis for paper-making enterprises, she has obtained the related factors of green marketing for paper-making business: Government behavior, the value chain, and customer delivered value, customer satisfaction and loyalty. Proposing the strategy to build green marketing model for the papermaking industry: to strictly abide by laws and regulations and actively seek the support of the government at the same time, establish the concept of green marketing, develop the green products, strengthen the green management, and implement quality control standards, environmental certification standards and international safety standards, use the clean production processes, cycle economic strategy, provide consumers with safe and healthy green products and guide consumers to establish a correct concept of green consumption, promote the enterprises sustainable and healthy development.The author gives the assumptions of research, in order to analyze the Influencing factors of the green marketing for paper-making enterprises and research their Empirical effects, base on the theoretical and practical analysis. The relationship is demonstrated through the questionnaire survey between the green marketing of paper-making enterprises and the related factors. The choice investigation object is: to have the ability of independent thought and judgment; higher education, some knowledge and understanding for green marketing; a higher quality of life, to be able to closely follow the trend of the times and expense idea and to approve the social value. A certain part of them are the leader, they would like to initiatively bear the environment and social responsibility during consumptions. In this paper, the results can also be used as reference for future research.The first chapter is the introduction. This describes the research background of this topic, the research purpose and significance of this paper, research methods and problems, the research process, innovation spots.The second chapter is the related theoretical review and literature summary. In this article in view of research subject, the author refers to a large number of domestic and foreign literatures. On the base of the correlation marketing theories, development and vicissitude of the green marketing, the writer research those relations between the green marketing of enterprises and value chain, customer delivered value, customer satisfaction and loyalty.Chapter III is the analysis of a green marketing environmental and questiongs for papermaking industries. Green marketing environment of Chinese paper-making industries are understood through the competitiveness of enterprises analysis and SWOT analysis for paper-making enterprise. Through analysis the questions of China's paper-making enterprises, the author gives the marketing strategy and development strategies of China's paper-making enterprises.Chapter IV is analyzing the influencing factors of the green marketing model for the papermaking enterprise and giving a suggestion of building strategy. The writer analyzes the Influencing factors of green marketing: Enterprise behavior, Government acts, Value chain, Customer delivered value, Customer satisfaction and loyalty, to carry out a strategy of green marketing model for Chinese papermaking enterprise.Chapter V is an empirical research about the effect results of the green marketing for paper-making enterprise. According to the Influencing factors for the papermaking enterprise green marketing as five variables, building four assumptions of the research model, that is, government behaviors-to-business green marketing have a positive effect, enterprise' green marketing to value chain also has a positive effect on results; corporate green marketing to customers Delivered value has a positive effect on results; Enterprises' green marketing to customer satisfaction and loyalty have a positive impact on results. On the basis of the assumptions, according to a large number of references literatures, the author proposes five definitions of variables and measurement. Through a questionnaire designed to test a sample survey to facilitate the investigation and to ensure the reliability of the questionnaire. The writer has expatiated to the sample design, collected the data of the sample, carried out the sample survey on the descriptive analysis, reliability analysis, validity analysis, normal distribution testing and Relevant analysis of the data, the four assumptions have been attained the strong supports.The final chapter is the concluding remarks. The author found that government action, corporate green marketing, value chain, and customer delivered value, customer satisfaction and loyalty have played the consistent role in the green marketing of paper-making enterprises through empirical research, which have a theory and practice meaning for marketing management of the paper-making enterprise in a certain extent. Finally, the writer has put forward the limitations and the future research directions of this study.