Sustainable Marketing: A New Path to Build Brand Image Based on Fulfilling Social Responsibility Take the Starbucks Brand as an Example

Sustainable marketing represents enterprise comprehensive conception, careful design, efficient sales and high quality manufacturing of products and services in its production and operation activities, centred on the close integration of its own economic interests, the interests of consumers and the interests of environmental protection. This strategy is not only designed to guide customers to consume, but also a key action to build the enterprise brand image. This paper focuses on the sustainable development strategies of enterprises from two aspects: first, how the Chinese and foreign markets are committed to achieve the goal of sustainable development worldwide; second, how the sustainable economic development in China is integrated with the development trend of the Chinese economy and the world economy. Integrating the concept of sustainable development into the marketing strategy is becoming a new engine to promote brand innovation and enhance market competitiveness. But will the sustainable strategies of enterprises affect consumers' purchasing decisions, and how to better fulfill their social responsibilities and achieve real sustainable development while pursuing economic benefits? This is still a question worth making any further study. Taking Starbucks as an example, the present study this paper thoroughly analyze how enterprises implement sustainable marketing in the current context.