Research On The Green Marketing Strategy Of YX Plastic Packaging Company

With the development of society and the progress of The Times,people gradually begin to pay attention to environmental factors in the process of consumption.Under the macro background of economic globalization,environmental protection has gradually become the consensus of the world.How to develop the industrial ecology of energy conservation,environmental protection,healthy and sustainable development has become the most important topic in the world today.Following the global trend,China has put forward the strategic goals of "carbon neutrality" and "carbon peak".All industries have actively laid out the strategy of green sustainable development,established green and recyclable industrial forms,and carried out the layout of green products to accelerate the transformation of green sustainable development,comply with the national strategy,and meet the needs of consumers for green consumption.First of all,this paper adopts PEST analysis method to analyze the macro environment and industrial environment YX company is facing,and uses SWOT to analyze in detail the specific situation of YX Company’s green marketing strategy transformation.Through the interview with the management of YX Company,the current problems of YX company in green marketing are systematically analyzed.In addition,questionnaires are designed and distributed to verify consumers’ willingness to buy green plastic packaging consumer goods and its influencing factors in the process of purchasing consumer goods.Through STP market segmentation theory,I helped YX company to classify the target market and target customers,so that it could expand the marketing plan more targeted.In combination with YX Company’s research,I made use of 4Ps model to develop green product creation ideas based on the production process.Differentiated green price scheme;Combine direct sales and distribution teams to increase reverse circulation channels;Establish a media matrix based on environmental protection characteristics.By studying YX Company,this paper helps YX company to develop effective green marketing optimization plan and corresponding guarantee strategy to ensure the implementation of green marketing plan in the process of its transition to low-carbon and environmental protection.We strive to help YX company improve marketing effect,product competitiveness and market visibility in the transformation process.At the same time,this paper provides some business ideas for similar plastic packaging enterprises in the field of low carbon and environmental protection.