Research On Green Brand Strategy Of Q Company Under The Background Of Double Carbon

Since the reform and opening up,China’s manufacturing industry has achieved rapid development,environmental problems have emerged.At present,carbon neutralization has become the main theme of the world.How to implement China’s carbon peak and carbon neutralization goals into enterprise actions has become the core issue that enterprises need to pay attention to.The implementation of green brand strategy and green production in line with the goal of "double carbon" is the key to the sustainable development of enterprises.This paper analyzes the strategic environment of Q Company,the head enterprise of China’s wool knitting industrial cluster,from the external environment and internal conditions.Based on the green development practice of production-industry enterprises and the expectation of consumer-industry enterprises,this paper analyzes the necessity and goal of Q Company to choose Green brand strategy.Gabi software is used to calculate the whole life cycle of the carbon footprint of the product,through comparing the product standard,collecting the production data,and combining the statistics,operation and simulation calculation of the energy in the production process,the carbon footprint of the enterprise’s products is obtained.The results of carbon footprint were evaluated from all angles,and the data of purchasing,transportation and energy consumption were obtained.After the energy saving and Emission Reduction Promotion Society acceptance certification,Q Company obtained the Green Brand high-quality Product Certificate,effectively implements the Green brand strategy.Q Company’s Green Brand Strategy Implementation Management Plan,on the one hand,provides the managers of knitting enterprises with the reference of practice and data to further develop green and low-carbon production;on the other hand,it will also help consumers to raise their awareness of environmental protection,change their consumption concept and accelerate the transformation of green consumption.