The green overall product strategy is a collection of means for companies to integrate their social responsibility and environmental goals into their overall products, and achieve effective product marketing goals through effective green product management. Its main contents include overall green product management and green product portfolio strategy. , green product packaging strategy and green product trademark strategy and so on.
1 overall green product
From the perspective of marketing, we usually view products as a whole value consisting of core products, formal products and extended products. The overall green product is starting from this value of the product as a whole, with the purpose of inducing and satisfying the consumer's green consumption demand, establishing the overall marketing concept of green products in the enterprise, and implementing the design, development, production, and marketing of the overall green product.
1.1 Green Core Products
The core product refers to the use value or core benefit of the product. It is the real purpose of the consumer's purchase. The focus of the green core product is to improve the core products of consumer consumption so that the core benefits that the product can provide are in line with the interests pursued by consumers. Its essence is to satisfy the psychological and behavioral needs of consumers' green consumption while providing product use value. Its contents broadly include the following aspects: Developing products that can simultaneously satisfy consumers' green consumption behaviors; Emphasizing the green quality of products; Increasing the green characteristics of products; Eliminating unsafe or unacceptable components or characteristics; Green product products; Green design
1.2 Green Form Products
The green core product must use the corresponding carrier to realize its core interests. The green form product is the realization form of the green core product. It is the product entity that the consumers can really feel, and it usually includes the product appearance style, quality, features, brand And packaging and so on.
â— Appearance style of green products The design of product appearance patterns varies according to the product's own characteristics, functions, use objects, and the specific requirements of the use environment. However, the appearance of green products should focus on the environmental protection and safety features of the product in addition to the above factors. The product is designed to enhance the proper shape of its environmental quality impression, the appearance of safety, reliability and its coordination with the environment, green color, logo in the style of the appearance of the reflection.
◠Green name and logo To ensure that a product is a green product, a specific brand name or logo can be designed to make it easy for consumers to identify and generate green associations, such as the “Chinese Green Food†logo in China.
â— The brand and packaging of green products can be designed to identify specific brand names or logos for specific green products. At the same time, the government or corresponding agencies can design green product logos for green products to facilitate consumer identification. And produce a green association, such as China's "Chinese green food" logo. Green packaging includes the green product packaging and product packaging green two major aspects, the former is how to package the green characteristics of the product to make it easy to use and identify, while the latter refers to the packaging of all products should be how to package is beneficial ecological And environmental protection.
1.3 Green extension products
Extending products refer to the additional benefits of products purchased by consumers in the form of purchase and use. Green extended products mainly refer to the greenization of extended products provided by enterprises, and usually include the following:
◠Provide consumers with green purchasing methods In many advanced economies, green shopping has become popular, such as allowing consumers to refrain from using product packaging, which saves resources and reduces consumers’ shopping expenditures.
â— Provide green services to consumers.
Providing green services to consumers is an important part of green extension products, including publicity of green environmental concepts, introduction of green products, after-sales service of green products, quality inspection of green products, judging of legislation, and additional benefits provided to encourage the consumption of green products.
2 Green Product Portfolio Strategy
The green product mix strategy is to guide and meet the green demand-oriented strategy, and to construct a good green product portfolio that adapts to the market environment and environmental protection requirements, and is suitable for the company's capabilities and development requirements.
2.1 Green product portfolio analysis.
â— Product life cycle analysis.
That is, how to integrate environmental protection at all stages from the formation to the disappearance of products, so as to integrate environmental protection into the stage of product movement.
1. Definition of the product life cycle The product life cycle analysis (LCA) here differs from the concept of the product life cycle in traditional marketing. The product life cycle in the traditional marketing refers to the product's market life cycle, that is, the process of a product in the market from the beginning to the final disappearance, including the investment period, growth period, maturity period and decline period. The life cycle discussed in this book refers to the natural life cycle of the product.
2. Structure and Strategy of Product Life Cycle Analysis
(1) Product system The product system includes the satisfaction of product functions and all other processes required to meet these functions. The main process is the production, use, and disposal of waste products. The quality of a product is characterized by a "functional unit" which refers to a service or use value provided for a user or a process. In a sense, the functionality provided by the product system is more important than the product itself.
(2) Process tree
A block diagram of the life cycle of a product system can be represented by a "process tree." Figure 1 is a simple process tree. The process tree has roots and branches. These roots and branches are linked to each other and linked through a central point and use of functions. The "root" in the figure refers to the production process of the material, the branch is the processing of the waste, and the central point is the consumption process, which is usually called "use of the product."
(3) Structure of Product Life Cycle Analysis
The product life cycle analysis involves the system shown in Figure 3 and accordingly includes three separate but interrelated parts. Product systems, while providing functional services, ingest resources and energy from the environment and discharge waste and pollutants to the environment. For example, SO2 is emitted to the environment. This constitutes a so-called "environmental intervention." The inventory analyzes all the processes that occur in the environment. It conducts analytical research through “categorization†(called environmental impact analysis). Classification is the use of models to correlate environmental interventions of product systems with the environmental functions of environmental systems, pointing out the contribution of product systems to certain recognized environmental effects, and quantifying these contributions using “effect ratingsâ€. Changes in the functions of the environmental system will lead to a series of undesired negative consequences, such as harm to human health, loss of agricultural production, destruction of forests, impact on landscapes, damage to ecosystems, and so on. These consequences all have an impact on human society. The laws, regulations, guidelines, and signs of human society constitute a normative system. The role of the environmental system needs to be evaluated, and the final decision is made on the basis of the assessment; or the advantages of different product systems are eliminated. In order, or to determine the product system to take the perfect measures to reduce the impact of the product on the environment.
(4) Inventory Analysis
Inventory analysis is an integral part of the product life cycle analysis. It is an item-by-item analysis of each of the product systems' environmental impacts. To carry out this kind of analysis, firstly the format is best represented by a framework with a nested structure, because the data of the process usually has a multi-level structure.
(5) Environmental Impact Analysis
Environmental impact analysis or classification is an integral part of the product life cycle analysis. It can be defined as the quantification of the product system's environmental interventions against some recognized environmental issues. 
In general, different types of environmental interventions over hundreds of years can be aggregated into 10 to 20 "effect scores." Methods used for classification, classification coefficients, etc. are not analyzed here. Only a simple study is conducted on how the product affects the environment. 
The primary basis for classification is to list a list of recognized environmental issues during the product's life cycle. Environmental issues can be expressed as processes/mechanisms or expressed as environmental effects. At the first international conference held in Leiden, the Netherlands, in December 1991, a list of recognized environmental issues for environmental issues to be considered in the analysis of product life cycles lists three types of environmental issues: 1 Consumptive . Include all issues related to ingesting a substance from the environment; 2 Contaminated. Including all the issues for the discharge of pollutants to the environment; 3 Destructive. Include all issues that cause changes in the environmental structure.
(6) Assessing through classification, that is, analyzing each product's different interventions or impacts on the environment one by one, the impact of each product's life cycle on the environment can be used to represent several (10 to 20) effect scores, and the next step is to A comprehensive assessment of the life cycle of a product is based on these effect scores. The assessment is relative. That is, comparing the impact of different products on the environment, it may sometimes be the case that some of the product A's effect scores are better than those of B products, while others have scores that are inferior to those of B products. How to evaluate the benefits of both products What is wrong with this? It is necessary to propose a total index that can comprehensively reflect the scores of each effect. The purpose of the assessment is here. There are two types of assessment methods to date: qualitative multi-criteria analysis and quantitative multi-criteria analysis.
Qualitative assessment is usually a comprehensive evaluation of the effect ratings of the product life cycle provided by a panel of experts. Finally, the products discussed are sorted and their impact on the environment is determined.
Quantitative assessment is performed through the weighting of various effect scores, but so far there is no recognized weighted system table, so this aspect is also quite difficult in practical application.
1 overall green product
From the perspective of marketing, we usually view products as a whole value consisting of core products, formal products and extended products. The overall green product is starting from this value of the product as a whole, with the purpose of inducing and satisfying the consumer's green consumption demand, establishing the overall marketing concept of green products in the enterprise, and implementing the design, development, production, and marketing of the overall green product.
1.1 Green Core Products
The core product refers to the use value or core benefit of the product. It is the real purpose of the consumer's purchase. The focus of the green core product is to improve the core products of consumer consumption so that the core benefits that the product can provide are in line with the interests pursued by consumers. Its essence is to satisfy the psychological and behavioral needs of consumers' green consumption while providing product use value. Its contents broadly include the following aspects: Developing products that can simultaneously satisfy consumers' green consumption behaviors; Emphasizing the green quality of products; Increasing the green characteristics of products; Eliminating unsafe or unacceptable components or characteristics; Green product products; Green design
1.2 Green Form Products
The green core product must use the corresponding carrier to realize its core interests. The green form product is the realization form of the green core product. It is the product entity that the consumers can really feel, and it usually includes the product appearance style, quality, features, brand And packaging and so on.
â— Appearance style of green products The design of product appearance patterns varies according to the product's own characteristics, functions, use objects, and the specific requirements of the use environment. However, the appearance of green products should focus on the environmental protection and safety features of the product in addition to the above factors. The product is designed to enhance the proper shape of its environmental quality impression, the appearance of safety, reliability and its coordination with the environment, green color, logo in the style of the appearance of the reflection.
◠Green name and logo To ensure that a product is a green product, a specific brand name or logo can be designed to make it easy for consumers to identify and generate green associations, such as the “Chinese Green Food†logo in China.
â— The brand and packaging of green products can be designed to identify specific brand names or logos for specific green products. At the same time, the government or corresponding agencies can design green product logos for green products to facilitate consumer identification. And produce a green association, such as China's "Chinese green food" logo. Green packaging includes the green product packaging and product packaging green two major aspects, the former is how to package the green characteristics of the product to make it easy to use and identify, while the latter refers to the packaging of all products should be how to package is beneficial ecological And environmental protection.
1.3 Green extension products
Extending products refer to the additional benefits of products purchased by consumers in the form of purchase and use. Green extended products mainly refer to the greenization of extended products provided by enterprises, and usually include the following:
◠Provide consumers with green purchasing methods In many advanced economies, green shopping has become popular, such as allowing consumers to refrain from using product packaging, which saves resources and reduces consumers’ shopping expenditures.
â— Provide green services to consumers.
Providing green services to consumers is an important part of green extension products, including publicity of green environmental concepts, introduction of green products, after-sales service of green products, quality inspection of green products, judging of legislation, and additional benefits provided to encourage the consumption of green products.
2 Green Product Portfolio Strategy
The green product mix strategy is to guide and meet the green demand-oriented strategy, and to construct a good green product portfolio that adapts to the market environment and environmental protection requirements, and is suitable for the company's capabilities and development requirements.
2.1 Green product portfolio analysis.
â— Product life cycle analysis.
That is, how to integrate environmental protection at all stages from the formation to the disappearance of products, so as to integrate environmental protection into the stage of product movement.
1. Definition of the product life cycle The product life cycle analysis (LCA) here differs from the concept of the product life cycle in traditional marketing. The product life cycle in the traditional marketing refers to the product's market life cycle, that is, the process of a product in the market from the beginning to the final disappearance, including the investment period, growth period, maturity period and decline period. The life cycle discussed in this book refers to the natural life cycle of the product.
2. Structure and Strategy of Product Life Cycle Analysis
(1) Product system The product system includes the satisfaction of product functions and all other processes required to meet these functions. The main process is the production, use, and disposal of waste products. The quality of a product is characterized by a "functional unit" which refers to a service or use value provided for a user or a process. In a sense, the functionality provided by the product system is more important than the product itself.
(2) Process tree
A block diagram of the life cycle of a product system can be represented by a "process tree." Figure 1 is a simple process tree. The process tree has roots and branches. These roots and branches are linked to each other and linked through a central point and use of functions. The "root" in the figure refers to the production process of the material, the branch is the processing of the waste, and the central point is the consumption process, which is usually called "use of the product."
(3) Structure of Product Life Cycle Analysis
The product life cycle analysis involves the system shown in Figure 3 and accordingly includes three separate but interrelated parts. Product systems, while providing functional services, ingest resources and energy from the environment and discharge waste and pollutants to the environment. For example, SO2 is emitted to the environment. This constitutes a so-called "environmental intervention." The inventory analyzes all the processes that occur in the environment. It conducts analytical research through “categorization†(called environmental impact analysis). Classification is the use of models to correlate environmental interventions of product systems with the environmental functions of environmental systems, pointing out the contribution of product systems to certain recognized environmental effects, and quantifying these contributions using “effect ratingsâ€. Changes in the functions of the environmental system will lead to a series of undesired negative consequences, such as harm to human health, loss of agricultural production, destruction of forests, impact on landscapes, damage to ecosystems, and so on. These consequences all have an impact on human society. The laws, regulations, guidelines, and signs of human society constitute a normative system. The role of the environmental system needs to be evaluated, and the final decision is made on the basis of the assessment; or the advantages of different product systems are eliminated. In order, or to determine the product system to take the perfect measures to reduce the impact of the product on the environment.
(4) Inventory Analysis
Inventory analysis is an integral part of the product life cycle analysis. It is an item-by-item analysis of each of the product systems' environmental impacts. To carry out this kind of analysis, firstly the format is best represented by a framework with a nested structure, because the data of the process usually has a multi-level structure.
(5) Environmental Impact Analysis
Environmental impact analysis or classification is an integral part of the product life cycle analysis. It can be defined as the quantification of the product system's environmental interventions against some recognized environmental issues. 
In general, different types of environmental interventions over hundreds of years can be aggregated into 10 to 20 "effect scores." Methods used for classification, classification coefficients, etc. are not analyzed here. Only a simple study is conducted on how the product affects the environment. 
The primary basis for classification is to list a list of recognized environmental issues during the product's life cycle. Environmental issues can be expressed as processes/mechanisms or expressed as environmental effects. At the first international conference held in Leiden, the Netherlands, in December 1991, a list of recognized environmental issues for environmental issues to be considered in the analysis of product life cycles lists three types of environmental issues: 1 Consumptive . Include all issues related to ingesting a substance from the environment; 2 Contaminated. Including all the issues for the discharge of pollutants to the environment; 3 Destructive. Include all issues that cause changes in the environmental structure.
(6) Assessing through classification, that is, analyzing each product's different interventions or impacts on the environment one by one, the impact of each product's life cycle on the environment can be used to represent several (10 to 20) effect scores, and the next step is to A comprehensive assessment of the life cycle of a product is based on these effect scores. The assessment is relative. That is, comparing the impact of different products on the environment, it may sometimes be the case that some of the product A's effect scores are better than those of B products, while others have scores that are inferior to those of B products. How to evaluate the benefits of both products What is wrong with this? It is necessary to propose a total index that can comprehensively reflect the scores of each effect. The purpose of the assessment is here. There are two types of assessment methods to date: qualitative multi-criteria analysis and quantitative multi-criteria analysis.
Qualitative assessment is usually a comprehensive evaluation of the effect ratings of the product life cycle provided by a panel of experts. Finally, the products discussed are sorted and their impact on the environment is determined.
Quantitative assessment is performed through the weighting of various effect scores, but so far there is no recognized weighted system table, so this aspect is also quite difficult in practical application.
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