众所周知,企业是逐利的,并且以追求利益最大化为前提。这往往让人产生企业赚钱必须“自私”的成见。本文则从战略高度揭示出,只有兼顾公众利益的企业品牌,才能深入人心,取得经济效益和社会效益的双丰收。企业在发展过程中,难道只盯利润,不考虑公众利益就能长期生存吗?其在获取经济效益时如何才能兼顾公众的利益呢?美国的化妆品公司美体小铺的发展史为我们提供了一个现实答案。品牌战略与公益紧密相连,相辅相成 As we all know, the business is profit-seeking, and the pursuit of the maximization of the interests of the premise. This often leads to stereotypes that businesses must make money “selfishly.” This paper reveals from a strategic perspective that only corporate brands that take the public interest into account can gain deep support and achieve double harvest in economic and social benefits. In the process of development, is it just profit-oriented, long-term survival without considering the public interest? How can it take into account the interests of the public when it comes to economic benefits? The history of the US cosmetics company Body Shop provides us with a Real answer. Brand strategy and public are closely linked, complement each other