中西方绿色品牌概念、内涵、发展路径比较研究

Sino-Western comparison on concept,connotation and development path of green brand

“绿色品牌”源于西方,上世纪90年代传入我国,在引导我国经济转型、企业粗放型生产模式转变中起到了重要作用。通过对中西方绿色品牌进行比较研究,可以发现我国绿色品牌研究大多集中留在农业经济领域,对其内涵的关注多数聚焦于绿色产品本身,忽略了绿色营销手段及绿色品牌形象建设,这与国际话语中的绿色品牌理念具有明显差异。研究表明,国际上对绿色品牌的认知经过了一个流变的过程,如今共识性的认知是将其视为一种全新的品牌理念与文化观念,对自然生态环境与社会生态环境具有共同的保护作用,绿色品牌属性正在从“物质性”向“文化性”过渡。

The"green brand"originated from the West,and was introduced into China in the 1990 s,which has played an important role in guiding China's economic transformation and the transformation of enterprises'extensive production mode.By making a comparative study of Sino-Western green brands,the paper finds that most of the researches on green brands in China remain in the field of agricultural economy.The focus on the connotations has been mostly on green products themselves,which neglects green marketing means and green brand image building.This is significantly different from the green brand concept in international discourse.This study shows that the international cognition of green brands has undergone a process of transformation,and now the consensus is to view them as a new brand concept and cultural concept,which has a common protective effect on natural and social ecological environment.The attributes of green brands are transitioning from"materiality"to"culture".