A STUDY ON GREEN MARKETING STRATEGY

Gui Young, Lee(Dept, of Business Administration The Graduate School of Sookmyung Women's Univ.)

If it is assumed that the age of the earth is one hundred, the industrial revolution just begun 5 minutes before absolutely destroyed the earth environment being harmonized since ninety - nine years old and now we have to take any possible necessary steps within only four seconds for our future.

Enterprises are now paying attention to the severe demands of these days and introduce the green marketing, searching for practical changes of our behavior not just a mere recognization. Since the damages of the environmental pollution are widely spread over the whole individuals, organizations, countries and the ecosystem on the earth, such an introduction of the green marketing is essential for the enterprises under the voluntary agreement in view of the originators of the pollution to carry out their responsibility and their survival goal achievement to coexist. Therefore, the time and expense rendered for the introduction of the green marketing are in charge of the enterprises to carry out the social responsibility and the duty as a profit- making subject in an affirmative view on their ultimate efficiency and the interest.

In this study, the green marketing is first researched from its backgrounds. From the backgrounds, the reason why the green marketing should have been introduced is apparently shown that the green marketing was proposed as a solution for all requests surrounding the enterprises. Next, the concept, the area and the meaning of the green marketing were contemplated through previously published theses, scientific journals, and documents in its theoretical field. Also, in order to motivate more efficient orgarnic unification of the enterprises, internal and external systematic factors to be considered at the time of introduction of the green marketing are examined.

Finally, as the point of this study, the strategies of the green marketing are contemplated with reference to respective marketing mix factors.

First, the enterprises should introduce life cycle view - point in the whole procedure from the production to waste disposal so as to minimize the environmental pollution and provide consumers with their products considering all the essential factors, visual factors, and additional factors, therey to represent their whole image.

Second, since the price factors can be harmonized through correlation with other marketing mix factors even though the development of the environment is possibly increase the product price, the enterprises should aim the development of the environmental products at a low price with high quality through the continuous research.

Third, in the channel, the forward channel must be accompanied by the reverse channel simultaneously so as to create recycling product including regeneration and reuse. Therefore, the enterprises should continuously develop independent reuseful system, recognizing the system as a generator of marketing opportunities.

Fourth, promotion is to strengthen the environmental consumers' attitude and to educate the non - environmental consumer's attitude to select environmental products. The image of the enterprises can be reconsidered through advertising and naming of a product showing its environmental characteristics and various events.

The green marketing strategy is seemed to be widely spread by being adapted by from the large enterprises to middle and small enterprises for the conservation of the environment as well as for strengthening of foreign trade competition power. This green marketing can be successfully performed through the harmony of the support of the government, the voluntary cooperation of the consumers, and the positive attitude of the enterprises.

Therefore, our enterprises should concentrate their know - how so far on the practical fields of the environmental problems and adapt the green marketing strategies to their organic structures.