Research on Green Marketing Strategies of Yatsen Holding Limited under ESG Perspective

Wenqian Song

doi:10.47297/wspceWSP2516-251908.20250901

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Research on Green Marketing Strategies of Yatsen Holding Limited under ESG Perspective

Volume 9, Issue 1

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Research on Green Marketing Strategies of Yatsen Holding Limited under ESG Perspective
Research on Green Marketing Strategies of Yatsen Holding Limited under ESG Perspective
Southwestern University of Finance and Economics, Chengdu, China, 611130
Vol. 9, Issue 1, Pages: 41-45(2025)
Published：27 February 2025
DOI：10.47297/wspceWSP2516-251908.20250901
Accepted：

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Song Wenqian.Research on Green Marketing Strategies of Yatsen Holding Limited under ESG Perspective[J].Creative Economy,2025,09(01):41-45.
DOI：

Song Wenqian.Research on Green Marketing Strategies of Yatsen Holding Limited under ESG Perspective[J].Creative Economy,2025,09(01):41-45. DOI： 10.47297/wspceWSP2516-251908.20250901.

摘要

Abstract

With the gradual penetration of global climate change and ESG concepts

companies are gradually turning to ESG-driven green marketing models. From the ESG perspective

this paper summarizes the successful experience of green marketing strategy of Yatsen Holding Limited(hereinafter referred to as YSG.US) through case study and comparative analysis

especially focusing on the performance of green marketing practice for the environment

according to its 2023 Environmental

Social and Governance report

to provide optimization reference suggestions for other cosmetic companies

and to help the whole industry develop in a greener and more sustainable direction.

关键词

Keywords

references

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