Research On Green Marketing Strategy Of A Engine Company Under "Double Carbon" Target

In order to deal with global warming and serious shortage of energy supply and other problems,China has committed to peak carbon dioxide emissions by 2030 and gradually reduce and reduce emissions.By 2060,China will achieve relatively "zero emissions" through afforestation,energy conservation and emission reduction,offset carbon dioxide and other greenhouse gas emissions,and achieve positive and negative carbon emissions neutrality.In this context,green marketing is the most effective way for A engine company to achieve the "double carbon goal".This thesis takes A engine company as the research object,collates domestic and foreign research on marketing strategies,uses STP marketing strategy theory and 4P marketing strategy theory,analyzes the internal and external marketing environment and marketing strategy status quo of A engine company.It points out A series of problems existing in the marketing of engine company A,such as product homogeneity,inflexibity of price mechanism,heavy reliance on sales channels and simple promotion methods within the system.Following STP marketing strategy,4P marketing strategy and green marketing theory,it proposes innovative product research and development,promotion of clean energy,flexible and differentiated pricing.Develop digital channels,set up overseas export business units,establish self-owned brands,strengthen advertising and promotion and other marketing strategy optimization measures,and put forward the guarantee mechanism of marketing strategy implementation from the aspects of system construction,financial capital,talent training.Through this study,the traditional engine industry to achieve low-carbon transformation development,innovative green marketing provides a reference.