品牌的伦理价值研究

发布时间：2018-05-11 02:44

本文选题：品牌 + 品牌伦理价值　；参考：《湖南师范大学》2013年博士论文

【摘要】：进入新世纪以来,品牌经济、买方市场的到来使得企业竞争中品牌的地位愈加重要。品牌生命力的大小已经不只关系到企业本身的存亡,更关系到国家整体经济状况的好与坏。然而品牌的生命力从何而来?对这个问题的回答也就引出了本文的主要研究对象与内容——品牌的伦理价值,因为它是品牌生命力的重要来源之一。伦理与道德是一个亘古长青的话题。作为社会上层建筑的一部分,它可谓是渗透于社会生活的各个方面,对人类和谐生活与健康发展有着莫大的基础作用,是社会规范的重要支撑体系。品牌虽是经济领域的一个概念,但与诸多市场主体以及利益相关者的交互关系使得它难以避免接受伦理与道德的审视。伦理与道德时时刻刻都在拷问着品牌的良心,关注着品牌的一言一行。长期的实践证明,品牌如人,一样有培养自身道德情操以及获得自身伦理价值的可能性与必要性,而这点也正是品牌获得强大竞争力的法宝之一。在我国,由于部分企业对利益的贪婪以及其他社会因素的影响,品牌伦理价值的缺失现象还相当严重,品牌伦理价值的构建工作还尚未取得明显成效。这些不良现状着实为社会以及人自身等诸多层面造成了不小的危害。因此研究品牌伦理价值的道德规范、缺失原因与整体构建就成了本文的主要目的与意义所在。本文通过文献研究法、逻辑分析法、伦理学研究法、经济学研究法以及例证法对品牌伦理价值的整体概况进行了一个较为全面客观的研究：第一部分,对品牌及其伦理价值的内涵、重要性以及双方关系进行了介绍；第二部分,探讨了品牌伦理价值的道德内涵及其表达方式和实现途径；第三部分,在总结品牌伦理价值缺失的主要表现形式的基础上分析了这一缺失对人、企业以及社会诸层面的影响与危害,并进一步探讨了造成这一现状的多样化原因；第四部分,以原因分析为基点,有针对性地从理论与实践两个层面提出了品牌伦理价值的整体构建以及缺失治理的可行性方案和有效意见；第五部分,对照危害对品牌伦理价值构建的社会意义进行了总结概括,为本文做了一个完整的收尾。其中第四部分尤其成为了本文的难点所在：在对相关理论的探讨与分析中挖掘品牌伦理价值构建的理论框架既是一个势在必行之举,也是一个不小的考验。总而言之,在列举现实中诸多品牌的成功或是失败案例的情况下,再结合以相关理论和观点的说明与分析,从总体上本文达到了最初的研究目的与意义。
[Abstract]:Since entering the new century, brand economy and the arrival of buyer's market make the brand's position more important in enterprise competition. Brand vitality is not only related to the survival of the enterprise itself, but also related to the overall economic situation of the country. But where does the brand's vitality come from? The answer to this question leads to the main research object and content-the ethical value of brand, because it is one of the important sources of brand vitality. Ethics and morality are an everlasting topic. As a part of the social superstructure, it can be said to permeate all aspects of social life, has a great role in the harmonious life and healthy development of human beings, is an important supporting system of social norms. Brand is a concept in the economic field, but the interaction with many market subjects and stakeholders makes it difficult to avoid being examined by ethics and morality. Ethics and morality are always asking the brand's conscience and paying attention to the brand's words and deeds. Long term practice has proved that brands, like people, have the possibility and necessity to cultivate their own moral sentiment and acquire their own ethical values, which is one of the magic weapons for brands to gain strong competitiveness. In our country, because of some enterprises' greed for profit and the influence of other social factors, the lack of brand ethical value is still quite serious, and the construction of brand ethical value has not yet achieved obvious results. These bad conditions have caused great harm to the society and people themselves. Therefore, the main purpose and significance of this paper is to study the moral norms of brand ethical value, the reasons for lack and the overall construction. This article carries on a relatively comprehensive and objective research on the overall situation of brand ethical value through the methods of literature research, logic analysis, ethics research, economics research and exemplification: the first part, This paper introduces the connotation, importance and relationship of brand and its ethical value; the second part, discusses the moral connotation of brand ethical value, its expression and the way of realization; the third part, On the basis of summarizing the main forms of the lack of brand ethical value, this paper analyzes the influence and harm of this deficiency on people, enterprises and society, and further discusses the reasons for the diversification of the present situation. Based on the cause analysis, this paper puts forward the feasibility plan and effective opinion of the brand ethics value construction and the lack of governance from the two aspects of theory and practice. This paper summarizes the social significance of brand ethical value construction by contrasting the harm, and makes a complete conclusion for this paper. The fourth part has become the difficulty of this paper in particular: in the exploration and analysis of related theories, it is not only an imperative move, but also a test to excavate the theoretical framework of brand ethics value construction. In a word, in the case of listing the success or failure of many brands in reality, and combining with the explanation and analysis of relevant theories and viewpoints, this paper has achieved the initial research purpose and significance as a whole.
【学位授予单位】：湖南师范大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：B82-05

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