A Study On Enterprise Green Brand Strategy On The Thought Of Confucian Ecological Ethics

In recent years,at the same time as the rapid economic development,ecological problems have also accompanied.The high-quality development puts forward the new requirements of “ coordination and unification of economic development and ecological protection”.As the soul of the enterprise and the main body of economic activities,the brand plays an important role in the economic green development.Therefore,building a green brand and implementing a green brand strategy are the key to high-quality economic development.As a traditional Chinese value,Confucian ecological ethics provides the correct value orientation for the high-quality development of enterprises,helps entrepreneurs to form correct values,ecological ethics and ecological strategic thinking,and provides theoretical guidance for the company's green brand strategy.This thesis combs the current theoretical and empirical research on green brand strategy and Confucian ecological ethics,and lays a theoretical foundation for the thesis.In this thesis,the research on corporate Confucian ecological ethics mainly constructs scales from three dimensions: ecological awareness,public social responsibility and environmental responsibility culture.The research on green brand strategy mainly focuses on green brand positioning strategy,green brand image strategy and green brand innovation.Research on three aspects of strategy,explore the influence of corporate Confucian ecological ethics on the strategic behavior of corporate green brands;in the research,the factors affecting consumers' green brand selection,such as green brand image,green brand loyalty,green brand awareness,Factors such as consumer Confucian ecological ethics have been studied.Combined with the established dimensions and systems,the green brand strategic management model is finally formed,which provides direction for the concrete implementation of the corporate green brand strategy.In this thesis,the index data is obtained through questionnaire survey,and factor analysis,correlation analysis and regression analysis are carried out.The research results show that the corporate Confucian ecological ethics can positively influencethe corporate green brand strategic behavior,and the ecological awareness and environmental responsibility culture have a significant impact on the corporate green brand positioning strategy,green brand image strategy and green brand innovation strategy;public social responsibility It has a significant impact on the green brand positioning strategy.The research results of factors affecting consumers' green brand selection show that consumer Confucian ecological ethics,green brand image and green brand loyalty have a significant impact on green brand selection.In view of the above empirical results,combined with the Confucian ecological ethics,the corresponding countermeasures and suggestions for the green brand strategy of the enterprise are proposed.