基于社会责任的企业品牌价值影响因素及提升路径研究

发布时间：2018-07-03 03:21

本文选题：企业社会责任 + 企业品牌价值　；参考：《天津财经大学》2013年博士论文

【摘要】：企业的品牌价值体现了企业现有经营活动的有效性,企业社会责任(Corporate Social Responsibility,简称“CsR”)描述了企业发展中企业的经济责任、法律责任、伦理责任、自愿性责任与社会发展、环境发展、员工发展及人民生活质量之间的矛盾。近年来越来越凸显的环境污染问题、能源匮乏问题、消费者忠诚度问题、员工满意度问题、贫富分化问题等使得社会越来越关注企业的产品质量、员工福利待遇、低碳节能、社会公益等与企业社会责任相关的问题。因此,社会责任在一定程度上反映了企业的品牌价值,企业履行社会责任帮助企业塑造了企业形象,提升了品牌价值,推动企业文化在员工中的认同程度。但是,如何将社会责任中能够促进企业品牌价值有效提升的要素以正确的路径和方式呈现在企业发展中,激励企业履行社会责任的意愿是企业社会责任能否成功推进企业品牌价值提升的关键。本文通过探讨企业社会责任对企业品牌价值提升的驱动因素和路径,提出基于社会责任的企业品牌价值管理模式并提出基于社会责任的企业品牌价值提升路径。首先,本研究对有关的企业社会责任理论文献进行了系统的梳理,在大量文献阅读和归纳的基础上,提出了本文的研究架构。针对企业履行社会责任问题的动因这一根本的理论问题,梳理了企业社会责任演进的总体脉络和研究趋势,并围绕利益相关者理论中的企业伦理、社会责任和环境管理说明企业履行社会责任的必要性,最后通过分析利益相关者视角下的品牌价值来源体系说明：品牌是所有利益相关者价值需求与期望的承诺和保证,而品牌价值就是一套关于利益相关者价值的多角度表达或体系。其次,以在企业社会责任基础上建立企业文化的民营企业集团为样本,在深度访谈和文献回顾的基础上,设计了相应的问卷调查项目。本研究采用多种方法对研究所提出的关系假设进行验证。社会责任、经济责任、人力责任和社区责任为先导变量,员工认同和社会参与为过程变量,企业品牌价值是结果变量。研究结果表明企业社会责任与企业品牌价值之间存在正相关关系。最后,本研究通过构建基于社会责任的企业品牌价值因果关系模型,从而总结履行社会责任对于基于企业社会责任的企业品牌价值提升路径。并从员工认同和社会参与两个中间过程,通过探讨企业社会责任与品牌价值提升的关系,构建了基于企业社会责任的品牌提升路径。本文通过研究企业的本质,研究企业品牌价值创造和提升,构建了企业社会责任理论框架,并指出企业履行社会责任会增强企业员工认同与社会参与行动,进而来提升企业品牌价值,这为探索良好履行企业社会责任的途径提供了新的思路。
[Abstract]:The brand value of the enterprise reflects the efficiency of the enterprise ' s existing business activities , Corporate Social Responsibility ( " CsR " ) describes the contradictions between the enterprise ' s economic responsibility , legal responsibility , ethical responsibility , voluntary liability and social development , environmental development , employee development and the quality of life of the people .

This paper discusses the driving factors and the path of enterprise ' s social responsibility to the enterprise ' s brand value promotion , puts forward the enterprise brand value management model based on social responsibility and puts forward the enterprise brand value promotion path based on social responsibility .

First of all , this study systematizes the literature of corporate social responsibility theory , and puts forward the research structure of this paper on the basis of extensive literature reading and induction . The paper analyzes the general situation and research trend of corporate social responsibility evolution , and points out the necessity of corporate social responsibility evolution around the enterprise ethics , social responsibility and environmental management in the stakeholder theory . Finally , the author analyzes the brand value source system from the perspective of stakeholders : brand is the commitment and guarantee of the value needs and expectations of all stakeholders , and the brand value is a set of multi - angle expression or system about the value of stakeholders .

Secondly , based on the deep interview and literature review , the paper designs a corresponding questionnaire project based on the enterprise culture private enterprise group . The research adopts a variety of methods to validate the relationship hypothesis proposed by the Institute . The social responsibility , economic responsibility , human responsibility and community responsibility are the process variables , the enterprise brand value is the result variable . The research results show that there is a positive correlation between the corporate social responsibility and the enterprise brand value .

Finally , this paper constructs a brand promotion path based on corporate social responsibility by exploring the relationship between corporate social responsibility and brand value promotion through the establishment of a model of enterprise brand value causality based on social responsibility .

This paper studies the essence of enterprise , studies the creation and promotion of enterprise ' s brand value , constructs the theoretical framework of corporate social responsibility , and points out that the fulfillment of social responsibility of the enterprise will enhance the enterprise ' s employee identification and social participation , and further improve the brand value of the enterprise , which provides a new way for exploring the way to fulfill the social responsibility of the enterprise .
【学位授予单位】：天津财经大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F274;F270

【参考文献】