The rapid development of marketing business of low carbon products will help to alleviate the impact of resources shortage and environmental deterioration on the social and economic order, and contribute to the realization of the natural ecological beauty of China. Consumers' willingness to consume low carbon products is influenced by many factors. On the one hand, with the improvement of quality of life of ordinary people, the consumption behavior of consumers in our country is from the traditional at the same of follow the trend of consumption mode to the transformation into a leading diversified consumption patterns direction to personality value view of. The diversification of consumer's consumption will lead to the diversification of consumer behavior, which also leads to the richness of the varieties and styles of the subject matter. The formation of consumer willingness to pay attention to the traditional position of product function from the excessive attention to the product function and other value-added products to the main trend of fashion change. This provides an opportunity for the rapid growth of product marketing performance, such as low carbon products and other products with new content. But our country current consumer frugality and moderation consumption concept and low carbon consumption concept has not yet been established, to the health of the consumer and environmental consumption as the main features of the concept of low-carbon consumption strikes root in the hearts of the people will take time. Therefore, low carbon product marketing is necessary to in-depth study of consumer's willingness to consumption of low carbon products formed the main obstacle to and from the angle of promoting the realization of customer value to develop measures to promote low carbon products willingness of consumers, to contribute to the building of environment-friendly and resource-saving and sustainable social development.
Analysis on the obstacles of consumer willingness to consume in low carbon products
Consumer behavior in the perspective of consumer willingness to form a low carbon products
The analysis from a subjective point of view, consumer groups among the members of the age and experience differences larger, their consumption habits and consumer value orientation exist significant uncertainty tendency. Thus, consumers of low carbon products consumption will volatility. For some fashion consumers, it is the result of the dual role of the consumer behavior of low carbon products, which is intrinsic to the consumption of emotional impulse and external low carbon products consumption. But for most ordinary consumers, their consumption behavior is more for the consumer behavior of the opinion leaders of the consumer behavior of low carbon products. Therefore, the low carbon product marketing should make full use of consumer fashion products, low carbon imitation of consumer motivation through to shape a friendly low-carbon products consumption fashion environment effectively lead the majority of consumers more firmly the low carbon consumption intention formation. Secondly, from the perspective of an objective analysis, in the course of the construction of the market economic system of our country, to luxury waste consumers thought of our country and the main characteristics of the infiltration of Western gastronomy thought, and formed with high consumption and overdraft in advance of consumption is the main feature of the consumer fashion. This type of luxury consumer consumption intention easily by the influence of external public opinion, to from the height of the consumption moral philosophy to decision-making behavior of the individual consumer. Furthermore, considering to the current group of consumers is less family members, the economic burden of the family and personal relatively light, therefore a kind of family members of luxury high carbon products have a stronger ability to pay. In order to improve the quality of life of individuals, fewer families will be in the household income of a higher proportion of household income in the consumption of high carbon emissions products.
(two) the formation of the external constraints of consumer willingness to form a low carbon products
Consumption of low carbon products is not purely positive for consumers, consumers in the process of low carbon products in the process of external effects caused by reducing the consumer's willingness to spend. The external sex system of low carbon products based on the consumer perspective refers to the non market impact of the consumer in the process of consuming low carbon products. In general, low carbon products consumers have a higher positive external benefits to society, that is, the consumer behavior of low carbon products will make other members of society in the case of no need to pay any price to benefit from. This is due to the consumer in the process of taking consumer low carbon products, will effectively reduce the carbon emission levels in the region where it is located, and thus contribute to regional environmental improvement. But from the perspective of economics analysis, the consumption behavior of consumers of low carbon products will increase the economic burden of the individual, the marginal cost of the individual consumption behavior is much higher than the marginal cost of other members of society, and the obtained from the product of low carbon consumption behavior of marginal revenue but small to marginal social benefit.
The mismatch between the cost burden of the low carbon products and the income obtained by the consumers directly weaken the low carbon consumption will of the consumers with the relatively weak economic burden.
(three) information asymmetry constraints on the formation of consumer willingness to form a low carbon product
The low carbon attribute of the product belongs to the connotation type product characteristic, and it is difficult for consumers to distinguish the low carbon attribute of the product from the appearance of the so-called low carbon product and the angle of touch or taste. The information asymmetry in the process of consumption of low carbon products directly reduces the consumer's willingness to consume low carbon products.
Low carbon product marketing information asymmetry refers to the consumer in the process of low carbon products, consumers have a significant difference between the product key information and marketing information to master the information. In order to achieve the maximization of corporate interests, marketers usually have strong interests in the impulse to conceal critical details about the necessary products to promote low carbon products sales, and these key product information can be to consumer consumption decisions have a significant impact. Due to lack of information on the subject matter of consumption, low carbon products, consumers can only make decisions based on the limited information provided by marketers to make consumer decisions. Consumer decisions are based on a rational consumer market price of all products, including low carbon products and non - low - carbon products. The special properties of low carbon products determine the cost of production is higher than non - low carbon products, low carbon products in the information opaque conditions difficult to compete with non - low carbon products. This makes some consumers tend to be more sensitive to the price to give up the purchase of low-carbon products consumption decisions, which led to the low carbon product marketing market Reverse Elimination problem.
Strategies for enhancing consumer willingness of low carbon products based on customer value
(a) the target customer base of low carbon products based on customer value
First, marketers can be regarded as the fashion industry's well-known figures in the early stages of low-carbon products target customer base, and in order to activate the celebrity effect on the general consumer willingness of low carbon products potential consumers. Marketers should the celebrity fashion temperament, occupation, age and gender angle analysis, selection and low carbon product marketing goal tallies from the celebrity as a key target market to be developed, in improve the degree of consumer acceptance of such celebrity based enhance enterprise's low carbon products marketing performance. Second, in the product marketing development, low carbon product marketing can take to some cutting-edge consumers to trial offers to improve marketing performance. Celebrity effect can stimulate the willingness of ordinary consumers to consume low carbon products. And none of the way through to consumers of low carbon products consumption will change into real consumption behavior should be low carbon products marketing. Enterprises can establish hypermarkets free trial product distribution marketing strategy to attract consumers do not have a strong will of consumers, or through consumption coupons to promote the initial trial consumer transition to the direction of the old customer. Third, in the mature period of low carbon products, enterprises should improve their marketing strategy to retain customers. Generally speaking, the low carbon product marketing can take opened membership card or a scorecard to enhance consumers continue to carry out the will of the consumer, and through to different member level develop different rebate policy to retain old customers. Low carbon product marketers can also take the method of cross marketing model and the old type of low carbon products from the old customer channels open up of the target customers of the new product market to effectively encourage old styles of low carbon products consumers to transfer to the new low carbon products in the area of consumer. Fourth, in low carbon products recession, marketers can fully open to the general public equal low carbon products market. Enterprises can expand the target customers by way of maintaining a low carbon product sales in the recession period. Enterprises should be low carbon products to maintain the service at a more stable level, in order to avoid the negative word of mouth publicity caused by the consumer complaints about the impact of new low carbon products.
(two) based on the customer value to create a low carbon product characteristic brand
One, low carbon product marketing should focus on the concept of low carbon into the core value of the product brand. The essence of the product of low carbon consumption is consumers out of the initiative for the motivation of bear responsibility for social and environmental protection, and contribute to the formation of the wishes of the low carbon product consumption. Marketers should strive to build the brand environmental protection effect of low carbon products, to consumers of the environmental protection idea on stimulation, evoked the of low carbon environmental protection products feelings, thus forming the low carbon products in buying behavior. The product is the core of enterprise's brand assets, to produce products to meet consumer demand and marketable Bickle C is the prerequisite of brand marketing success, 2013). Marketers should the enterprise from product development to the end product service of the whole process of uphold the idea of low carbon to convey to consumers, and makes the consumer on the consumption behavior of low carbon products become the daily life and the sustainable state of life, and then sublimated consumers life value real now necessary way. Second, the low carbon product marketing should build emotional brand strategy based on the deep emotional value on consumers. Low carbon products to the surrounding environment of the consumer friendly without a doubt, but marketers still need to extend the depth of the brand value of low carbon products, and provide low carbon type products and services for consumers at the same time must also between different clients who built deep exchange of feelings. Emotional low carbon product brand strategy can change the consumer's willingness to consume from the physical level of low carbon products into the emotional needs of the product. Consumers can obtain high emotional sublimation and warm emotional comfort in the process of low carbon consumption products. Trying to implement emotional brand strategy of industry, corporate marketing person should be from the target group of customers personalized emotional needs to consider, starting from the cognitive level of target customers in the current low carbon knowledge to design suitable for target customers for the cognitive abilities of emotional marketing strategy.
Marketers can provide a full brand awareness of the target customers experience, and effectively obtain the emotional identity of the target customers, so as to enhance the effectiveness of low carbon product marketing.
(three) to develop a new type of low carbon products based on customer value
First, in order to meet the needs of aesthetic utility consumers more concerned about the product function and its realization, low carbon product marketing can develop more suitable for low carbon products, functional expression of products. After industrialization era of consumers will no longer choice consumer product requirements focus on single type of product function requirements, but on product practical and aesthetic temperament and interest of the proposed synchronization requirements. Low carbon product marketing should not only continue to promote the product's environmental protection function, and should be based on the cultural background of the times to design a new form of product with rich characteristics of the times and rich aesthetic connotation. Low carbon product marketing can be used to product form and product use environment, the matching degree of in-depth analysis, research and development can better enhance product form and product use environment of low carbon products. Product appearance is the direct carrier of the production and marketing of low carbon products, and it is also the key decision basis to stimulate the consumer to make the purchase behavior. Low carbon product designers should be flexible use of industrial art language to reconstruct the product appearance, from the perspective of new development of low carbon materials and low carbon materials to convey to consumers the concept of environmental protection. Second, marketers should optimize the packaging design of low carbon products. Market competition has deepened the level of competition between low carbon enterprises, enterprises should not remain in the product packaging to protect the level of low carbon products, and should be the use of new recyclable raw materials to carefully design the product packaging. The marketing department can feed back the effective information to the design department and the decision-making department of the enterprise, in order to produce low carbon products to meet the needs of consumers (Zhang Jingzhong, 2014). Enterprises can be advanced manufacturing technology and elegant appearance design as a whole, to poor dissimilation appearance design to enhance the visual image of low carbon products, increase the consumer's attention, and enhance consumer willingness to low carbon products.
(four) the promotion strategy of low carbon products based on customer value innovation
One, low carbon products marketing company to push cross enterprise supply chain promotion strategy. Low carbon product marketers to establish inter enterprise cooperative promotion institutions by the members of supply chain logistics department, purchasing department, marketing department, marketing and after-sales service department is mainly responsible for people formed a joint working group. Cross enterprise joint promotion agencies can organize the current low carbon products promotion process, put forward the rectification opinions or optimize the program, in order to enhance the ability of the terminal market access to enterprise low carbon products. Inter enterprise cooperative promotion institutions need of terminal sales market customer demand deep prediction, to protect the upstream enterprises of production and the downstream end of the market, the promotion orders match, effectively reduce the circulation of the low carbon product inventory levels. Because the new products of low carbon products belong to the minority needs, there are significant volatility of the consumption demand. Cross enterprise joint promotional agencies should coordinate upstream production enterprises of downstream retailers replenishment measures to meet market replenishment process action plans, to ensure that the downstream retailer's replenishment needs can be met in a timely manner. Second, low carbon product marketers can make regular periodic sales promotion plan for consumers to adjust the time of decision making. Promotional activities of low carbon products should not be blindly set, but should be based on the history of the promotion of the retailer to specify promotional time. This is due to the consumer will be in advance of their purchase of low-carbon products to do the expected. Enterprises to maintain long promotional period can be beneficial to consumers' awareness of the environment, is helpful for enhancing awareness of consumers around friends and family, indirect effect on low carbon consumption intention to improve (she Qiu Li, 2013). Retailers choose regular periodic sales promotion time nodes can make consumers expect their consumer behavior in advance, and then to pre adjust the specific parameters of the consumer behavior such as consumption time and quantity. Regular periodic sales promotion strategy can stimulate some price sensitive consumers to take a lot of purchasing behavior, so that a substantial increase in sales during the promotion period.
Reference
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