以责任助推品牌：恒大的凯泽斯劳滕神话

发布时间：2018-06-16 18:39

本文选题：恒大集团 + 恒大足球　；参考：《东北大学》2014年硕士论文

【摘要】：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。创建于1996年的恒大发展至今,正是其对于企业责任的认真履行从而使企业品牌获得了巨大提升。那是一个偶然的机会,恒大掌门人许家印接触了广州市政府相关领导,探讨广州足球未来发展,其认为推动足球发展也是企业不可推卸的社会责任。本案例正是以此为着眼点,以恒大创始人许家印在公司发展阶段与足球之间的融合,揭示了企业家责任对公司品牌的影响,进而引起人们对"社会责任"和"品牌价值"的思考。
[Abstract]:To a certain extent, social responsibility reflects the brand value of the enterprise. Corporate social responsibility helps the enterprise to shape the image of the enterprise, promote the brand value, and promote the degree of corporate culture identity among the employees. However, how to put the elements of social responsibility that can promote the effective promotion of corporate brand value in the development of the enterprise in the right way and way. Encouraging enterprises to fulfill their social responsibility is the key to the success of corporate social responsibility in promoting corporate brand value. Evergrande, founded in 1996, has been carrying out the responsibility of the enterprise so that the brand has been greatly improved. It was a chance that Evergrande's head, Xu Jiayin, approached the Guangzhou municipal government to discuss the future development of Guangzhou football, which it believed was also an inescapable social responsibility of enterprises. This case is based on the integration of Hengda founder Xu Jiayin in the development stage of the company and football, and reveals the impact of entrepreneur responsibility on the brand of the company. And then cause people to think about "social responsibility" and "brand value".
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F273.2;F299.233.4

【参考文献】