基于企业社会责任视角的品牌影响力提升研究
发布时间：2019-05-10 06:47
【摘要】： 企业社会责任观念并非是一个全新的话题,但是对企业社会责任问题的深入研究却是伴随着全球经济一体化及现代文明的发展而逐步深入的。目前企业履行社会责任已经成为一股不可逆转的世界潮流,也成为了企业参与全球竞争的基本通行证。甚至,很多发达国家的国际采购商已经把企业社会责任体系能力的建立划入其国际采购审核的范畴。 在这种背景下,企业履行社会责任活动应当是企业在竞争中国取胜的至关重要的手段。企业履行社会责任活动涵盖顾客、社会、相关方等多重范围,目前,有许多专家学者从不同方面进行了研究。本文研究的视角主要从企业履行社会责任与品牌形象的关系入手。 当今的企业竞争已从单纯的商品、服务竞争转化为具有深厚文化内涵的品牌竞争。通过品牌背后的富有社会责任内涵的企业文化去赢得消费者和社会公众对品牌的认同感和忠诚度,履行社会责任已经成为当今市场竞争的一种深层次、高水平、智慧型的竞争。 所以,一方面,企业实施品牌战略,提高品牌影响力必须要注重培养和塑造自身独特的企业文化,勇于承担社会责任;另一方面,战略性的承担社会责任,承担与企业发展密切相关的社会责任能够为企业品牌影响力的提升添加筹码,品牌的生命力将愈强。文章主要从企业社会责任与品牌关系入手,探讨了当前企业在品牌影响力方面履行社会责任活动的现状,并提出了提升品牌影响力应对的策略。
[Abstract]:The concept of corporate social responsibility is not a new topic, but the in-depth study of corporate social responsibility is gradually deepening with the development of global economic integration and modern civilization. At present, corporate social responsibility has become an irreversible world trend, but also become the basic pass for enterprises to participate in global competition. Even, many international purchasers in developed countries have classified the establishment of corporate social responsibility system capacity into the scope of their international procurement review. In this context, corporate social responsibility activities should be the most important means for enterprises to win in China. Corporate social responsibility activities cover customers, society, related parties and so on. At present, many experts and scholars have carried out research from different aspects. The perspective of this paper mainly starts with the relationship between corporate social responsibility and brand image. Today's enterprise competition has changed from simple commodity and service competition to brand competition with profound cultural connotation. Through the corporate culture behind the brand, which is rich in the connotation of social responsibility, to win the identity and loyalty of consumers and the public to the brand, the performance of social responsibility has become a kind of deep-seated, high-level and intelligent competition in today's market competition. Therefore, on the one hand, enterprises must pay attention to cultivate and shape their own unique corporate culture and have the courage to bear social responsibility to implement brand strategy and improve brand influence. On the other hand, the strategic assumption of social responsibility and the social responsibility closely related to the development of enterprises can add chips for the promotion of corporate brand influence, and the stronger the vitality of the brand will be. Starting with the relationship between corporate social responsibility and brand, this paper probes into the present situation of enterprises performing social responsibility activities in brand influence, and puts forward some strategies for improving brand influence.
【学位授予单位】：兰州商学院
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F270
本文编号：2473427
[Abstract]:The concept of corporate social responsibility is not a new topic, but the in-depth study of corporate social responsibility is gradually deepening with the development of global economic integration and modern civilization. At present, corporate social responsibility has become an irreversible world trend, but also become the basic pass for enterprises to participate in global competition. Even, many international purchasers in developed countries have classified the establishment of corporate social responsibility system capacity into the scope of their international procurement review. In this context, corporate social responsibility activities should be the most important means for enterprises to win in China. Corporate social responsibility activities cover customers, society, related parties and so on. At present, many experts and scholars have carried out research from different aspects. The perspective of this paper mainly starts with the relationship between corporate social responsibility and brand image. Today's enterprise competition has changed from simple commodity and service competition to brand competition with profound cultural connotation. Through the corporate culture behind the brand, which is rich in the connotation of social responsibility, to win the identity and loyalty of consumers and the public to the brand, the performance of social responsibility has become a kind of deep-seated, high-level and intelligent competition in today's market competition. Therefore, on the one hand, enterprises must pay attention to cultivate and shape their own unique corporate culture and have the courage to bear social responsibility to implement brand strategy and improve brand influence. On the other hand, the strategic assumption of social responsibility and the social responsibility closely related to the development of enterprises can add chips for the promotion of corporate brand influence, and the stronger the vitality of the brand will be. Starting with the relationship between corporate social responsibility and brand, this paper probes into the present situation of enterprises performing social responsibility activities in brand influence, and puts forward some strategies for improving brand influence.
【学位授予单位】：兰州商学院
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F270
【参考文献】
相关期刊论文 前2条
1 刘凤军;王昤莹;;略论企业社会责任与品牌影响力[J];市场营销导刊;2007年02期
2 陈留彬;;企业社会责任理论研究综述[J];山东社会科学;2006年02期
，本文编号：2473427
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