Green Brand Strategy Research Based On The Concept Of Sustainable Development

Since the1970s, a former grand revolution as the theme of green to protect the environmental is raising in the worldwide. To build a sustainable development of society, meanwhile, to coordinate the relationship of the economic social development and environmental protection is an important subject in this tide of global social revolution of this century. The proposed of the concept of the sustainable development, required the enterprise to conform to the global tide and choice the sustainable development business strategy. Therefore, the green brand strategy as a new marketing concept and the effective means of realize the sustainable development, as no doubt, is become the inevitable choice of the modern enterprise and the marking marked. So, How to create the green brand? In this paper, we take the concept of the sustainable development as the foundation, and try to find out the answers which proposed above make use of the literature review and case analysis. The paper firstly present the background and the valuable of this research, and summarized the research situation, content, method, and so on.; The second chapter analyzed the historical background and realistic environment of green brand development from the longitudinal and crosswise point, respectively. The author divides four times of the longitudinal historical background:the rational reconsideration time, the social movement time, the consciousness awaken time and the combined action time. The crosswise realistic environment is divided into three aspects:the social culture environment, the political law environment and the technical environment. The third chapter summarized the connotation and the specific content of the concept of the sustainable development, and then introduced the performance of the enterprise about the awakening of the green consciousness, at last, analyzed the relationship between the green brand strategy and the concept of the sustainable development. The four chapter mainly give a new definition of the green brand, and make a research of the standard of the green brand from direction of the design, production, promotion, consumption and scrap disposal, and finally explore the three modes of the green brand development:brand "greening" mode, green "branding" mode, and the synchronous mode of "greening" and "branding". The five chapter present the research of the construction of the green brand. In this paper, three symbolic companies from overseas are given, for example, the British Petroleum (BP), the Body Shop and the Fuji Xerox. We analyzed the judgment and the development modes of green brand in the application of these three enterprises, to provide the reference for the green brand in our country.