Office Furniture Green Marketing

In 1990's Paul Hawken raised a question, "To save the environment or to save the business". The question sounded confusing as environmental degradation had been widely acknowledged, so the environment was definitely worthy of saving. But why was the business? The business looked so thriving...Paul Hawken gave his answer to this question in his book " The Ecology of Commerce:A Declaration of Sustainable Development" published in 1993. He said there were three questions for each business to think over. They were "What it takes", "What it makes" and "What it wastes". Actually the questions were closely related to ecological environment:resources were essential for any requirements, manufacture needed energy, and the waste would pollute the environment. So the business has been bonded to the environment from the very beginning. From the stereotype of economy, it is pursuing maximum economic benefits that has caused current ecological crisis. But Paul Hawken has a totally different point of view. He argues that we should try to work out "How to save the business" instead of "How to save the environment". By only this way the confliction between environmentalists and businessmen could be coordinated. Paul Hawken's answer has totally refreshed the idea that people have about relationship between the environment and the business. Actually the purpose of saving the environment is just for saving the business. For both of the business and the society, implementation of strategy of sustainable development will save the business eventually.The contract furniture industry has developed rapidly from the beginning of reforming and opening-up. But now the economic situation is extremely critical for Chinese furniture enterprises as more and more multinational furniture corporations have entered China market since China's joining WTO, especially year 2007.Mainly based on the SWOT analysis and basic theory of green marketing, this essay has reviewed the marketing history of Chinese contract furniture industry, and has pointed out green marketing is the best choice for Chinese furniture corporations to implement by analyzing the opportunities and threatens that we are facing. This essay has introduced green marketing strategies focused on furniture industry, and case study of how multinational corporations are implementing such strategies. Life Circle Assessment (LCA) has also been discussed in this essay.