高新技术产品和绿色营销的协调发展外文翻译（可编辑） .doc

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1、高新技术产品和绿色营销的协调发展外文翻译 外文翻译原文 Harmonious development between green marketing and high?tech product Material Source: 美中经济评论 Author: Wang Rui-chen Abstract:The green marketing is a popular marketing method.It has some advantages an d characters.It meets the mordent man s need in large part.If we combine

2、 the green marketing with the high-tech product,we will see the better development in the high technology area. Key words:harmonious development;green marketing;high-tech product 1.The definition of green marketing With the development of the society, people more concern about their lives and live c

3、onditions than before. They require a blue sky ,clean air , abundant resource, and healthy food.All of them are the products of a good environment and a harmonious society. So the environment and sustainable society are becoming more important in our mind. The business-men are aware of this trend, a

4、nd they think if they want to succeed in this battle, they must meet the requirement of the consumer about the environment protection. In this condition they put forward a concept of green marketing, this idea conforms to the society development What is the definition of green marketing? Everyone ca

5、n give an explanation of his or her own. Actually green marketing includes lots of things, and it is difficult to define a perfect meaning.But we can understand the main idea through some things in our lives.For example, your car uses the nature gas rather than petroleum, you use paper to package th

6、e food, etc ., these ale environmental protection actions,and they are also green marketing actions.So green marketing means that in the marketing process, you use the recycle materials and decrease the waste of nature resource. All the activities in marketing should comply with the requirement of e

7、nvironment protection. It may be very difficult for some companies, but it is the future for some companies. From now we should use this standard to check products around us We can take an example, P& Gs environmental policy includes a commitment to reduce, or prevent, the environmental impact of it

8、s products an d packaging in their design, manufacture, distribution, use, and disposal whenever is possible. The company tracks materials use closely to imize efficient use of raw materials. In 2002?2003, 95.56%of P & Gs raw materials went into its final consumer products, with an additional 2.29%

9、of raw materials going to recycling or reuse. Energy eco-efficiency, measured as production units per unit of energy, has improved by 53% since 1990. The company has used computer models to develop products that are more concentrated and require less packaging, such as bottles that are stronger yet

10、lighter in weight, packages that do not require outer cartons, and the use of stronger and lighter materials in place of heavier ones. For example, P& G redesigned its diapers to use substantially fewer raw materials an d weigh about 30% less than previous diapers, thereby use less packaging and req

11、uire fewer trucks to distribute. The companys refill bags of powdered laundry detergent use 80% less packaging than the cartons they refil1. By eliminating the paperboard cartons in which its deodorants were packaged, the company cut solid waste by 3.4 million pounds per year. The result of these ef

12、forts is that since 1990, overall packaging per case has been reduced by 27% and waste, air and water emissions have been reduced by 37% 2.The factors of green marketing Recently, green marketing is a popular marketing form. Marketing is the basic of green marketing. Similarly, green marketing inclu

13、des different people and different department in the process, from the manufactures to the consumers. It is a long and complex chain, not one man or one place. Every part is important and necessary, which is one member of the integrity. Product, price, place, promotion are not only basic but also im

14、portant factors in green marketing 2.1 Product factor The product is the important factor in the green marketing process. Green products mean that they should be composed by the environmental material and save the cost in marketing. For example the food package can use the paper but not plastic, it

15、can avoid more white pollution; using nature method produce vegetable and fruit but not use too much chemical pesticide as aid, and we also should save resource not cast the product when you use only one time. We can learn something meaningful from the under example, most unwanted computers follow o

16、ne of three paths:the machines can be stored indefinitely, disassembled and recycled, or be used whole or in parts by a second user. Storage is the least?attractive option, for obvious reasons. Portions of used computers hold value that is recoverable through recycling, precious metals such as coppe

17、r, silver, and gold in the printed wiring boards are the most desirable, but other parts contain hazardous metals such as lead, cadmium,and mercury, which are regulated and can complicate disposa1. The recycling value of a computer is estimated at just$30; the true cost of disposal to a company can

18、reach more than$200, which depends on the age and value of the computer and the administrative costs associated with its management. Reuse is the most financially viable option: Computers can be resold in whole or for their still?valuable components, or donated to schools and nonprofit organizations

19、 for a tax break. Whats more, green marketing does not mean that everything is the environmental material, for the common material can content our needs. So green marketing is an environmental and saving symbol no waste excuse 2.2 Price factor The price in green marketing is an essential one. When w

20、e buy something that sign environmentally may be more expensive than the norm al ones. The price of environment material is higher than that of common ones. For example the pure cotton suit may be expensive in the market, and when we fit up the new apartment, the pro?environmental material is more e

21、xpensive than others. But we dont think all environment ones must be expensive. Companies should produce different styles of goods according to different consumer requirements. So they may not only produce expensive products but also cheep ones in order to satisfy more people.When some things to be

22、produced with simple material, they can get the environmental goal and reduce the cost, the price may be low. When more companies take green marketing, the price may be low. Besides the companies will have more competition in the green marketing battle, when they want to defeat other opponents, the

23、price is an effective factor in the battle. We can see from home electric applications especially the TV set in recent years that the price cant be overlooked. If your price is lower than others when your products qualities ale same, you can get more market share. It means you run faster than others

24、 and may be the winner at last. 2.3 Place factor The place focuses on distribution in green marketing that you should take which method is right and environmenta1. We should build an environmental and effective green marketing chain and distribution spots. In the process we should reduce some additi

25、onal medium parts in large part,it can save large cost.There is a retail distribution example, and retail distribution clients include sport-specialty chains such as Champs, the Sports Authority, and Foot Locker and department store chains such as the M ay Company, Federated Department Stores, JC Pe

26、nne Sears and K-Mart. These retail distributors seek private label manufacturing for several reasons. Primary is the desire to have basic, commodity items at a price point advantage. These items are introduced by branded apparel firms and after several seasons have become commodity items. Retailers

27、no longer need brand name marketing appeal and can pass the lower price to their customers. A lower gross margin per item is compensated in higher volumes. So we should try to use all kinds of methods to fit for our companies and meet the need of the market and the consumer. It is also very necessar

28、y. 2.4 Promotion factor Which promotion is the environmental one in green marketing? How can you get the ideal effect in the green marketing? We all may confront these problems in green marketing process. It includes green advertisement, green promotion,green pubic relations etc. Through green adver

29、tisement,consumer can strengthen the green environment conscious. The companies should take the correct and the active ways in this process.People should do more environmental activities, and supervise the companies commodities. Companies should take more green activities. It can help the public dis

30、tinguish the goods quality and it also can produce a strong environment protection effect. Erecting the green image is a good idea, and it can call on people to do the environmental and public things 3. The relation between the electronic products and the green marketing We talk about lots of things

31、 about green marking. But which industry can get the better affect when they use it? We will try to discuss the relation between the electronic products and the green marketing. In recent years, with the quick development of electronic industry and information industry, the world has a huge change.

32、Electronic products are the necessity in our daily life. Everyone nearly doing every thing in his daily life must depend on electronic products. Obviously the electric products play the important role in modern days, which makes the communication more convenient and more exact. You can look for the

33、people anytime or anyplace by mobile phone, and you can chat with the person who may not really recognize you but by computer though the internet when you want, Like the internet, the mobile phone, etc., they are the other kind food for modern people in this age. If you lost them one day, you may fe

34、el it is the end of the world.People can not lose them, especially young people The opinions of the manager about the marketing are changing. Todays managers are beginning to view the web as the primary channel for marketing and so on, because their customers are using it just as they previously use

35、d the TV, video game, newspaper, radio, etc., all in one place. Every quarter, more and more marketers are shifting marketing budgets to support online efforts. Today these budgets ale millions smaller than the dollars earmarked for television, etc., but these allocations ale gaining priority and be

36、 coming more focus as efficient and effective means by which to increase business results.Todays consumers look at the web as their traditional, primary source for news, music, entertainment, and communications. The internet combines the mass reach of other mediums,providing more in?depth content th

37、at can be accessed anywhere, anytime. The broadband experience has truly allowed consumers to view brands in a different mindset.See a new consumer electronic product on your favorite show, then click on the screen to the manufacturers website and purchase them in minutes. Go to your favorite artist

38、s website and click on a video of their most recent concert, and download your favorite songs to your MP3 player Mix all the best elements of the traditional mediums into a new channel and what youve got is a new palette from which to brand, train, and communicate with your audience, While the elect

39、ronic industry and information industry have developed quickly in at least 20 years from about the 1970s last century, you hardly imagine the so big change in these industries. There are more and more companies on electronic and internet fields recently. Nearly in every minute or every second the ne

40、w electric companies appear, and in every minute or every second the old electric companies disappear. In these industries, the competition is crue1. The companies want to keep on. But the traditional market space is limited, and the available quotient is much smaller then before. The beginning that

41、 the new companies appear may be the end. So the managers begin to look for other managing methods in order to make them succeed, not failure. The green marketing begins to be the first choice in the other methods, for it can content the consumers and the companies. We have talked about the reason t

42、hat the green marketing has the characters. When you buy the electronic product or explore the information on internet, you can find, the LCD computer and TV, and low radiation mobile phone are more popular in these days. The environmental electronic products have more shares in recent days, and the

43、y will be the leader in the future. So the electronic industry should get more market share though the green marketing. For example, people use the mobile phone everyday. If the mobile phone has high radiation, it must be dangerous for people. The low radiation mobile phone is healthy and environmen

44、ta1. From the 2000s, the Unicom have promoted the top brand CDMA in the communication industry. Through the gradual promotion in short time, the CDMA have got some share in the communication market. Until up to now, the CDM A got more share. The prospect of the CDM A is very good, which is a combina

45、tion of cell phone and green marketing. It uses the environmental advantage to meet the peoples health needs to display the, characters distinguished from others, to get the share which it wants to obtain. In this battle about communication market share, the CDMA is undoubtedly a winner This example

46、 shows us the information that in the relative market,the green marketing has lots of available space Likely the environmental TVs have become the family favorite, they can reduce the radiation for the household especially the children and the women. The LCD computers are sold well than the traditio

47、n computer. Why these products sell well now in the electronic and information market? The answer is obvious,because they have exactly grasped the peoples needs,contacted the mainstream of the times. So they can succeed,and run long 4.Conclusion Through the discussion above it, we can get a conclusi

48、on that green marketing is a future marketing method. When the green marking is used effectively, the high technology industry can develop better. The one who combines the green marking and the high technology product well, will be the future winner. It possesses a relatively independent constitutio

49、n. They have their own judicial structure, regulation system like rules and regulations. Their legal system is greatly different from that of countries. However, it is only applicable among the members; the relationship with outside members is bound by the countrys law.Black said “the changes of law are reciprocal to other social contro1.” Kosa Loso has almost bloody legal system which enables it to own supreme power.So the countrys law becomes