Low Carbon Corporate Culture And Brand Competitiveness

Under the background of low carbon economy, establish the low carbon corporate culture and build the low carbon brand image is the first choice of enterprise's development in the future. This thesis selects the "Low-Carbon Corporate Culture and Brand Competitiveness" as the study focus. It will try to analyze the correlation between the low-carbon corporate culture and brand competitiveness. As a result of the fact that the enterprise low-carbon culture is still a leading edge research area in China and the prominent gap in brand competitiveness between the Domestic Enterprises and Foreign Enterprises, this study has both theoretical research value and practical significance.In this paper, the methods of combining the theoretical and empirical research will be adopted. At the beginning, it will try to analyze the contents and strength of enterprise low-carbon culture on the basis of extensive literature research, and build the model between the low-carbon corporate culture and brand competitiveness from the sources of brand competitiveness. In the following part, the theoretical model of this study will be built through combining with the previous studies and separately building the evaluation index system of low-carbon corporate culture and brand competitiveness which is based on the competitiveness sources. In the final part, through empirical research and case study, the correlation between the low-carbon cooperate culture and brand competitiveness will be further analyzed. The findings as follow:1.The corporate of different scale doesn't have remarkable differences in performing the low-carbon culture; while the corporate of different type and established year have remarkable differences in performing the low-carbon culture.2. There exists a positive correlation between the brand products force, brand sustainable development force, brand innovation force, brand communication force, brand relations force, brand supporting force and brand marketing force and the low-carbon corporate culture. Among them, brand sustainable development force has the most positive correlation with the low-carbon corporate culture.3. There is a relatively high positive correlation between the brand competitiveness and low carbon corporate culture which has a significant positive effects on the brand competitiveness.