垃圾分类的概念于上世纪九十年代末传入中国，目前，生活中如何进行垃圾分类对普通群众来说不是陌生的话题，但落实到位却仍存在问题。例如，一部分居民出门时只是把装在一起的垃圾顺手扔进垃圾箱内，明显并未对其有过分类。尽管大部分的垃圾箱已标有“可回收物”和“不可回收物”的标志或文字，大多数人对此漠不关心，也不刻意区分。垃圾处理人员面对已分类的垃圾时，也是混作一团扔进垃圾车。因此，一些环保专家指出，国民对处理垃圾的常识非常缺乏。 垃圾分类的目的在于，居民的举手之劳可以减少对当前环境的污染，并使得资源循环使用，减少资源浪费。但目前很大一部分人对此并无清晰的概念，究其原因，一方面是居民的环保意识缺乏，相关部门对此宣传力度不够，垃圾分类普及程度太低；另一方面，我国的回收体系不健全，回收目的不明确，导致回收流程缺乏。日常生活中，除了饮品包装之外，电视机、电脑、铁制品、玻璃、汽车等也都是可回收利用的重要资源，但这些可再生资源同样也面临着与PET瓶一样回收率不高的问题。根据当前北京市可回收的再生资源量估算：因垃圾未能正确处理浪费的资源，如果能够得到合理的开发利用，以全市2013年可再生资源量635万吨估算，形成“宝贵矿产”的直接经济效益将达到数百亿元。本论文主要分析了可再生资源回收企业的外部营销环境和企业内部环境，结合SWOT分析总结，认为再生资源回收企业所面临的营销环境适合于企业向市场化、产业化方向发展。在明确了饮品包装回收企业的营销目标之后，论文基于对饮品包装回收服务特点的分析，提出了以绿色营销、服务营销作为饮品包装回收企业的总体营销理念，制定了营销策略，并且以北京循环传媒有限公司为案例进行了实际的分析。目前，我国的很多地区建立的智能化固废回收处理的体系，比如，智能回收机的投入使用开创了先例模式，它不仅可实现废弃资源的真正循环利用、防止二次污染，又可以为公众亲身参与环保事业提供一个良好的平台，同时也为我国可再生资源的循环利用，提供一定的借鉴意义和参考价值。随着我国可再生资源回收体系的不断发展与健全，越来越多的民众会积极参与环保事业，为创建节约型、环保型社会，实现碧水蓝天、造福子孙的明天而努力。

Since the 90's of the last century, the concept of garbage classification into China, how to refuse classification for all of us is no longer strange; but the real implementation is not optimistic: many residents work smoothly put a plastic bag litter into the community garbage box, apparently not carried out classification. In the face of marked "Recyclable matter" and "Unrecyclable" trash, most people or to pay no heed, or do not know how to distinguish between; even classified garbage to the garbage truck, still - mess, so experts point out, Chinese haven't learned how to throw garbage.Garbage classification, lift a finger can exchange for more resources, more pollution to the environment, but the pity is that most people cannot do this. Investigate its reason, is not only the problem of the lack of awareness of environmental protection, also have not enough publicity, recovery system is not perfect and etc. Not only is PET bottle, television, refrigerators, cars are also can be recycled precious "mineral". These renewable resources are also facing the same dilemma and PET bottle. To estimate the amount of renewable resources in Beijing City, in accordance with the current Recyclable, if these resources can be rational development and utilization of renewable resources, the 2013 volume of 6350000 tons, the formation of "direct economic benefit of city mineral" will exceed 10 billion Yuan.Based on the analysis of the renewable resource recycling enterprises external marketing environment and the internal environment of enterprises, and in the SWOT analysis, that the renewable resource recycling enterprises facing the marketing environment suitable for the development of enterprises to the market, industrialization. After defining the PET beverage bottle recycling companies marketing objectives, the analysis of PET beverage bottle recycling service based on the characteristic, put forward to the green marketing, service marketing as the marketing concept PET bottle recycling enterprises, and specific marketing strategy, and has carried on the actual analysis of a recycling enterprises in Beijing as a case. Smart recovery machine put into use, in order to establish the intelligent solid waste recycling system in China to create a precedent, can ensure the real cycle waste resource utilization, prevent the two pollution, but also for the public to participate in environmental protection to build a good platform, but also for renewable resources recovery in our country by using provides a useful reference. Believe that with the renewable resource recycling system of our country continue to improve, there will be more and more people to participate in the environmental protection career, and strive to create a green environment, the benefit of future generations.