关于服装企业品牌伦理的研究

发布时间：2018-11-07 11:24

【摘要】： 随着我国市场经济的迅猛发展,服装行业已经进入了“品牌竞争“时代:企业品牌经营观念、竞争手段都有许多创新。本论文从品牌经营与品牌传播中广泛存在的问题入手,提出了品牌伦理的概念。并在此基础上,探讨了品牌伦理问题在实际中的具体体现和研究意义。最后,分析了所提出的观点的现实性和推行的可行性。论文首先总结了随着品牌竞争的白热化,很多服装企业的竞争观念发生了变化,服装企业都十分注重品牌经营的现状;进而分析了服装企业在品牌经营过程中普遍存在的诸多问题,并由此提出了品牌伦理的概念,并对这一概念进行完整、全面的表述。在此基础上,论文通过对我国服装企业的品牌经营现状进行扫描,着重分析了服装品牌经营中普遍存在的伦理问题,以及加强品牌伦理建设的重要性和必要性;进一步,对企业在品牌经营中违反伦理的行为进行了归因分析,并结合实例分析了企业背离品牌伦理所带来的影响及后果。论文提出,服装企业推行品牌伦理建设,必须树立“以人为本”的品牌伦理观念;优化企业的品牌伦理建设新环境;加强相关制度建设;建立企业品牌伦理建设机制;加强企业内部伦理建设等。最后,论文探讨了上述问题在实际中的具体体现,分析了企业如何树立品牌伦理观。并且,通过有关具体分析,提出了品牌伦理建设的现实性和推行的可行性。在品牌理论及其应用研究在国内已经得到广泛重视与普及的情况下,提出品牌伦理这一概念,以及论述品牌伦理建设的现实性和可行性,将为服装企业的品牌文化建设增加一个重要内容。
[Abstract]:With the rapid development of China's market economy, the clothing industry has entered the era of "brand competition": there are many innovations in the concept of brand management and the means of competition. This paper starts with the problems in brand management and brand communication, and puts forward the concept of brand ethics. On the basis of this, it discusses the concrete embodiment and research significance of brand ethics in practice. Finally, the paper analyzes the reality of the viewpoint and the feasibility of its implementation. Firstly, the thesis summarizes that with the fierce competition of the brand, many clothing enterprises have changed the concept of competition, clothing enterprises pay great attention to the status quo of brand management; Then it analyzes many problems in the process of brand management of garment enterprises, and puts forward the concept of brand ethics, and gives a complete and comprehensive description of this concept. On the basis of this, the paper analyzes the common ethical problems in the clothing brand management and the importance and necessity of strengthening the brand ethics construction by scanning the current situation of the brand management of the clothing enterprises in China. Furthermore, this paper analyzes the attribution of enterprise's behavior of violating ethics in brand management, and analyzes the influence and consequence of enterprise deviating from brand ethics with examples. In order to carry out brand ethics construction, clothing enterprises must set up brand ethics concept of "people-oriented", optimize the new environment of enterprise brand ethics construction, strengthen relevant system construction, establish enterprise brand ethics construction mechanism. Strengthen the internal ethical construction of enterprises, etc. Finally, the paper discusses the above problems in practice, and analyzes how to establish brand ethics. And, through the concrete analysis, proposed the brand ethics construction reality and carries out the feasibility. Under the condition that brand theory and its application research have been widely paid attention to and popularized in our country, this paper puts forward the concept of brand ethics, and discusses the reality and feasibility of brand ethics construction. Will increase an important content for the brand culture construction of the clothing enterprise.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.86

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