本文選題：企業(yè)社會責任 + 品牌��； 參考：《江蘇科技大學》2015年碩士論文

【摘要】：在全球化競爭日益激烈的背景下,履行社會責任、建立良好聲譽并獲得顧客忠誠度成為企業(yè)獲得競爭優(yōu)勢的重要戰(zhàn)略。然而,對于國內(nèi)的很多企業(yè)來說,大多數(shù)仍然將追求利潤最大化作為企業(yè)的發(fā)展目標,對企業(yè)社會責任的履行重視程度明顯不夠。在社會責任的理念上和行動上都落后于外國公司。近年來,一些企業(yè)通過自覺履行社會責任來提高企業(yè)信譽進而獲得顧客忠誠來進行企業(yè)的實踐探索,取得了較好的效果,在社會中形成了良好的企業(yè)形象,提升了品牌的知名度,增強了品牌的美譽度,維護了品牌的忠誠度。本文以華為公司為研究對象,運用理論和實踐結(jié)合法、綜合分析法對華為基于企業(yè)社會責任的品牌建設現(xiàn)狀、存在問題進行分析,并提出了相應的對策建議。從研究內(nèi)容上看,本文主要包括六部分。第l章,緒論。闡述了研究背景及研究意義,國內(nèi)外研究現(xiàn)狀等。第2章,相關(guān)概念的界定及理論基礎(chǔ)。第3章,華為公司基于社會責任品牌建設現(xiàn)狀分析。第4章,華為公司基于社會責任品牌建設方面存在的問題。第5章,華為公司基于企業(yè)責任的品牌建設的對策建議。第6章,結(jié)論與展望。通過對華為公司企業(yè)社會責任研究,初步得出以下幾點結(jié)論:第一,積極履行企業(yè)社會責任能有效提升企業(yè)品牌知名度、增強企業(yè)品牌美譽度、提升消費者對企業(yè)品牌的偏好度;其二,推進企業(yè)社會責任戰(zhàn)略和企業(yè)品牌戰(zhàn)略的協(xié)同,是發(fā)揮企業(yè)社會責任作用、提升企業(yè)品牌溢出效應的有效手段;第三,企業(yè)社會責任戰(zhàn)略和企業(yè)發(fā)展戰(zhàn)略的融合,能在一定程度上消除企業(yè)對其履行社會責任觀念短視的現(xiàn)象,同時,也能使其社會責任履行更加規(guī)范化、科學化、長期化。
[Abstract]:Under the background of increasingly fierce competition in globalization, fulfilling social responsibility, establishing good reputation and gaining customer loyalty are the important strategies for enterprises to gain competitive advantage.However, for many domestic enterprises, most of them still regard the pursuit of profit maximization as the development goal of enterprises, and pay less attention to the fulfillment of corporate social responsibility.They lag behind foreign companies in the concept and action of social responsibility.In recent years, some enterprises have achieved good results and formed a good corporate image by consciously fulfilling their social responsibility to improve their corporate reputation and gain customer loyalty.Enhance the brand's popularity, enhance the brand's reputation, and maintain the brand's loyalty.Taking Huawei Company as the research object, this paper analyzes the current situation and problems of Huawei's brand construction based on corporate social responsibility by using the method of combining theory and practice, and puts forward the corresponding countermeasures and suggestions.From the research content, this paper mainly includes six parts.Chapter l, introduction.The background and significance of the research, the current situation of research at home and abroad are expounded.Chapter 2, the definition and theoretical basis of related concepts.Chapter 3, Huawei Company based on social responsibility brand construction status quo analysis.The fourth chapter, Huawei company based on social responsibility brand building problems.The fifth chapter, Huawei Company based on corporate responsibility of brand building countermeasures.Chapter 6, conclusion and prospect.Through the research on the corporate social responsibility of Huawei Company, the following conclusions are drawn: first, the active implementation of corporate social responsibility can effectively enhance the reputation of enterprise brand and enhance the reputation of enterprise brand.Promote consumer preference for corporate brands; second, promote corporate social responsibility strategy and corporate brand strategy coordination, is to play the role of corporate social responsibility, enhance corporate brand spillover effect effective means; third,The combination of corporate social responsibility strategy and enterprise development strategy can eliminate the short-sighted phenomenon of corporate social responsibility to a certain extent, at the same time, it can also make the implementation of social responsibility more standardized, scientific and long-term.
【學位授予單位】：江蘇科技大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.6

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本文編號：1753371