Research On Green Brand Promotion Strategy For JK Company

Since the last century,the concept of sustainable development has emerged and has been widely accepted around the world,affecting the perception of consumers,who are more inclined to products or services with "green" attributes.At present,China put forward the "double carbon" strategic goal,in order to respond to the country’s layout,high pollution,high energy consumption attributes of construction enterprises need to green and low-carbon empowerment industry development and actively create a green image,to meet the development requirements of the times of the business model transformation.This paper takes the JK Company as the research object.The JK company roles as a city construction,management and operation technology service provider in the construction industry and has taken root in the field of green buildings for many years.However,The JK Company’s main market locates in Shanghai and faces weak brand recognition.Now,The JK company is exploring how to strengthen its green brand image,expand market share and increase business volume.Firstly,I plan to gather and study theory of green branding.The second part introduces the JK company,including its market share,financial status,customer information for finding brand management problems.Then,through the customer survey and manger interview,we can gain customers’ demand and company’s green branding strategy.Finally,green branding strategies are proposed based on theory and advise.Currently,the JK company’s brand management issues are the lack of trademark management,improper promotion channels,the weak ability of brand control and the unclear authority of the company’s management organization.This paper proposes strategies for the JK company,based on conclusion from customer survey and manger interview.The green branding strategies are clarifying brand naming principles,strengthening trademark management,establishing appropriate promotion channels.