商业伦理对食品企业品牌延伸的影响研究

发布时间：2018-03-07 00:02

本文选题：品牌延伸　切入点：商业伦理　出处：《中南林业科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：需求层次理论将生理上的需求列为最强烈的不可避免的最底层需要,也是推动人们行动的强大动力。生理上最基本的需求即生存,食品因而成为社会稳定以及人赖以生存的基础。因此,食品行业在国民经济中占有不言而喻的重要地位。中国自改革开放以来,食品行业发展迅猛,众多食品企业通过品牌延伸的策略实现了企业的多元化发展。但近年来,国内食品安全问题层出不穷,食品企业诚信受到商业伦理的严重质疑,商业伦理对企业的发展产生了重大影响。本文立足于中国食品的品牌延伸战略,考虑商业伦理中对企业品牌延伸战略产生影响的各个因素的模糊性,使用Fuzzy集合论与层次分析法相结合的模糊综合评判建立模型,并在此基础上提出了一些建议和对策。论文采取AHP方法,影响因素子指标共有品牌相似度、消费者品牌知识、市场环境三类指标,准则层按照这三类指标有对应的衡量指标。然后对照因素表采取德尔菲法得出判断结论,把商业伦理影响品牌延伸的因素两两比较,然后根据重要性进行定量分析。在实证分析过程中使用判断矩阵计算元素的相对重要性并赋予其权重,最后根据所得权重向量与评判决策标准向量,构建模糊综合评判矩阵,再将相应的数据纳入计算公司得出在商业伦理影响下中国食品企业实施品牌延伸的效果。论文研究结果表明,商业伦理对中国食品企业的品牌延伸具有一定的影响。良好的商业伦理评价对中国食品企业的品牌延伸效果具有促进作用,食品企业在实施品牌延伸战略时应避免商业伦理的负面评价。文章结尾围绕论题作出了结论、展望并针对中国食品企业的商业伦理评价给出了适当的建议。
[Abstract]:The theory of hierarchy of demands lists physiological needs as the most intense and inevitable bottom needs, and is also a powerful driving force to promote people's action. The most basic physiological needs are survival. Therefore, the food industry plays an important role in the national economy. Since China's reform and opening up, the food industry has developed rapidly. Many food enterprises have realized their diversified development through brand extension strategy. However, in recent years, food safety problems have emerged one after another, and the integrity of food enterprises has been seriously questioned by business ethics. Business ethics has a great impact on the development of enterprises. This paper bases on the brand extension strategy of Chinese food and considers the fuzziness of various factors in business ethics that affect the brand extension strategy of enterprises. This paper establishes a model by using Fuzzy set theory and AHP, and puts forward some suggestions and countermeasures on this basis. The paper adopts AHP method, the influence factor sub-index shares brand similarity and consumer brand knowledge. There are three kinds of indicators in the market environment, according to these three indicators, the criterion level has corresponding measurement indicators. Then the Delphi method is used to draw the judgment conclusion in contrast to the factor table, and the factors that affect the brand extension of business ethics are compared in two and two. Then quantitative analysis is carried out according to importance. In the process of empirical analysis, the relative importance of elements is calculated by using judgment matrix and given its weight. Finally, a fuzzy comprehensive evaluation matrix is constructed according to the weight vector and the decision criterion vector. Then the corresponding data are incorporated into the calculation company to obtain the effect of brand extension of Chinese food enterprises under the influence of business ethics. Business ethics has certain influence on the brand extension of Chinese food enterprises. Good business ethics evaluation can promote the brand extension effect of Chinese food enterprises. In the implementation of brand extension strategy, food enterprises should avoid negative evaluation of business ethics. At the end of the paper, the conclusion is made around the topic, and some suggestions are given for the evaluation of business ethics of food enterprises in China.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F426.82

【引证文献】