基于企业社会责任的品牌建设研究

发布时间：2018-04-15 08:33

本文选题：企业社会责任 + 品牌　；参考：《江苏科技大学》2015年硕士论文

【摘要】：在全球化竞争日益激烈的背景下,履行社会责任、建立良好声誉并获得顾客忠诚度成为企业获得竞争优势的重要战略。然而,对于国内的很多企业来说,大多数仍然将追求利润最大化作为企业的发展目标,对企业社会责任的履行重视程度明显不够。在社会责任的理念上和行动上都落后于外国公司。近年来,一些企业通过自觉履行社会责任来提高企业信誉进而获得顾客忠诚来进行企业的实践探索,取得了较好的效果,在社会中形成了良好的企业形象,提升了品牌的知名度,增强了品牌的美誉度,维护了品牌的忠诚度。本文以华为公司为研究对象,运用理论和实践结合法、综合分析法对华为基于企业社会责任的品牌建设现状、存在问题进行分析,并提出了相应的对策建议。从研究内容上看,本文主要包括六部分。第l章,绪论。阐述了研究背景及研究意义,国内外研究现状等。第2章,相关概念的界定及理论基础。第3章,华为公司基于社会责任品牌建设现状分析。第4章,华为公司基于社会责任品牌建设方面存在的问题。第5章,华为公司基于企业责任的品牌建设的对策建议。第6章,结论与展望。通过对华为公司企业社会责任研究,初步得出以下几点结论:第一,积极履行企业社会责任能有效提升企业品牌知名度、增强企业品牌美誉度、提升消费者对企业品牌的偏好度;其二,推进企业社会责任战略和企业品牌战略的协同,是发挥企业社会责任作用、提升企业品牌溢出效应的有效手段;第三,企业社会责任战略和企业发展战略的融合,能在一定程度上消除企业对其履行社会责任观念短视的现象,同时,也能使其社会责任履行更加规范化、科学化、长期化。
[Abstract]:Under the background of increasingly fierce competition in globalization, fulfilling social responsibility, establishing good reputation and gaining customer loyalty are the important strategies for enterprises to gain competitive advantage.However, for many domestic enterprises, most of them still regard the pursuit of profit maximization as the development goal of enterprises, and pay less attention to the fulfillment of corporate social responsibility.They lag behind foreign companies in the concept and action of social responsibility.In recent years, some enterprises have achieved good results and formed a good corporate image by consciously fulfilling their social responsibility to improve their corporate reputation and gain customer loyalty.Enhance the brand's popularity, enhance the brand's reputation, and maintain the brand's loyalty.Taking Huawei Company as the research object, this paper analyzes the current situation and problems of Huawei's brand construction based on corporate social responsibility by using the method of combining theory and practice, and puts forward the corresponding countermeasures and suggestions.From the research content, this paper mainly includes six parts.Chapter l, introduction.The background and significance of the research, the current situation of research at home and abroad are expounded.Chapter 2, the definition and theoretical basis of related concepts.Chapter 3, Huawei Company based on social responsibility brand construction status quo analysis.The fourth chapter, Huawei company based on social responsibility brand building problems.The fifth chapter, Huawei Company based on corporate responsibility of brand building countermeasures.Chapter 6, conclusion and prospect.Through the research on the corporate social responsibility of Huawei Company, the following conclusions are drawn: first, the active implementation of corporate social responsibility can effectively enhance the reputation of enterprise brand and enhance the reputation of enterprise brand.Promote consumer preference for corporate brands; second, promote corporate social responsibility strategy and corporate brand strategy coordination, is to play the role of corporate social responsibility, enhance corporate brand spillover effect effective means; third,The combination of corporate social responsibility strategy and enterprise development strategy can eliminate the short-sighted phenomenon of corporate social responsibility to a certain extent, at the same time, it can also make the implementation of social responsibility more standardized, scientific and long-term.
【学位授予单位】：江苏科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6

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