With the deepening implementation of the Dual Carbon strategy, the environmental protection industry’s market focus is shifting from standalone technology product exports to providing comprehensive environmental solutions tailored to customer value. The traditional 4P marketing theory has revealed limitations in addressing the government (G-end) and enterprise (B-end) environmental markets, emphasizing supply over relationship-building and failing to effectively explain or guide complex procurement decision-making processes. Using the “Zhiyuanjing” plant-based deodorant project developed by Guangyao Xia’s team as an empirical case study, this paper proposes and constructs a dual-track integrated marketing framework termed “4P+4C”. Building upon the 4P tactical execution layer, this framework incorporates the 4C customer-centric perspective to address core decision-making challenges in the environmental business-to-business (B2B) market – including trust asymmetry, concealed compliance costs, and complex bidding processes. Research demonstrates that this dual-track framework significantly enhances marketing strategy adaptability by redefining “products” as “odor complaint risk management solutions” and transforming “price” into “comprehensive compliance cost mitigation”, thereby markedly improving customer loyalty. This study provides theoretical foundations and actionable strategy combinations for small and medium-sized environmental technology enterprises to pursue differentiated competition in niche markets, offering both theoretical innovation and practical guidance value.
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Share and Cite
Xia, G., Yi, Z., Chen, Y., Yao, Z., Liu, Y. (2026) Research on Environmental B2B Marketing Strategy Based on 4P+4C Dual-track Integration Framework: A Case Study of an Adsorption-reaction Synergistic Composite Plant Deodorant Product. Hong Kong Financial Bulletin, 2(1), 1-5.