本文選題：品牌 + 品牌倫理價值�。� 參考：《湖南師范大學(xué)》2013年博士論文

【摘要】：進入新世紀以來,品牌經(jīng)濟、買方市場的到來使得企業(yè)競爭中品牌的地位愈加重要。品牌生命力的大小已經(jīng)不只關(guān)系到企業(yè)本身的存亡,更關(guān)系到國家整體經(jīng)濟狀況的好與壞。然而品牌的生命力從何而來?對這個問題的回答也就引出了本文的主要研究對象與內(nèi)容——品牌的倫理價值,因為它是品牌生命力的重要來源之一。 倫理與道德是一個亙古長青的話題。作為社會上層建筑的一部分,它可謂是滲透于社會生活的各個方面,對人類和諧生活與健康發(fā)展有著莫大的基礎(chǔ)作用,是社會規(guī)范的重要支撐體系。品牌雖是經(jīng)濟領(lǐng)域的一個概念,但與諸多市場主體以及利益相關(guān)者的交互關(guān)系使得它難以避免接受倫理與道德的審視。倫理與道德時時刻刻都在拷問著品牌的良心,關(guān)注著品牌的一言一行。長期的實踐證明,品牌如人,一樣有培養(yǎng)自身道德情操以及獲得自身倫理價值的可能性與必要性,而這點也正是品牌獲得強大競爭力的法寶之一。 在我國,由于部分企業(yè)對利益的貪婪以及其他社會因素的影響,品牌倫理價值的缺失現(xiàn)象還相當嚴重,品牌倫理價值的構(gòu)建工作還尚未取得明顯成效。這些不良現(xiàn)狀著實為社會以及人自身等諸多層面造成了不小的危害。因此研究品牌倫理價值的道德規(guī)范、缺失原因與整體構(gòu)建就成了本文的主要目的與意義所在。 本文通過文獻研究法、邏輯分析法、倫理學(xué)研究法、經(jīng)濟學(xué)研究法以及例證法對品牌倫理價值的整體概況進行了一個較為全面客觀的研究：第一部分,對品牌及其倫理價值的內(nèi)涵、重要性以及雙方關(guān)系進行了介紹；第二部分,探討了品牌倫理價值的道德內(nèi)涵及其表達方式和實現(xiàn)途徑；第三部分,在總結(jié)品牌倫理價值缺失的主要表現(xiàn)形式的基礎(chǔ)上分析了這一缺失對人、企業(yè)以及社會諸層面的影響與危害,并進一步探討了造成這一現(xiàn)狀的多樣化原因；第四部分,以原因分析為基點,有針對性地從理論與實踐兩個層面提出了品牌倫理價值的整體構(gòu)建以及缺失治理的可行性方案和有效意見；第五部分,對照危害對品牌倫理價值構(gòu)建的社會意義進行了總結(jié)概括,為本文做了一個完整的收尾。其中第四部分尤其成為了本文的難點所在：在對相關(guān)理論的探討與分析中挖掘品牌倫理價值構(gòu)建的理論框架既是一個勢在必行之舉,也是一個不小的考驗。 總而言之,在列舉現(xiàn)實中諸多品牌的成功或是失敗案例的情況下,再結(jié)合以相關(guān)理論和觀點的說明與分析,從總體上本文達到了最初的研究目的與意義。
[Abstract]:Since entering the new century, brand economy and the arrival of buyer's market make the brand's position more important in enterprise competition. Brand vitality is not only related to the survival of the enterprise itself, but also related to the overall economic situation of the country. But where does the brand's vitality come from? The answer to this question leads to the main research object and content-the ethical value of brand, because it is one of the important sources of brand vitality. Ethics and morality are an everlasting topic. As a part of the social superstructure, it can be said to permeate all aspects of social life, has a great role in the harmonious life and healthy development of human beings, is an important supporting system of social norms. Brand is a concept in the economic field, but the interaction with many market subjects and stakeholders makes it difficult to avoid being examined by ethics and morality. Ethics and morality are always asking the brand's conscience and paying attention to the brand's words and deeds. Long term practice has proved that brands, like people, have the possibility and necessity to cultivate their own moral sentiment and acquire their own ethical values, which is one of the magic weapons for brands to gain strong competitiveness. In our country, because of some enterprises' greed for profit and the influence of other social factors, the lack of brand ethical value is still quite serious, and the construction of brand ethical value has not yet achieved obvious results. These bad conditions have caused great harm to the society and people themselves. Therefore, the main purpose and significance of this paper is to study the moral norms of brand ethical value, the reasons for lack and the overall construction. This article carries on a relatively comprehensive and objective research on the overall situation of brand ethical value through the methods of literature research, logic analysis, ethics research, economics research and exemplification: the first part, This paper introduces the connotation, importance and relationship of brand and its ethical value; the second part, discusses the moral connotation of brand ethical value, its expression and the way of realization; the third part, On the basis of summarizing the main forms of the lack of brand ethical value, this paper analyzes the influence and harm of this deficiency on people, enterprises and society, and further discusses the reasons for the diversification of the present situation. Based on the cause analysis, this paper puts forward the feasibility plan and effective opinion of the brand ethics value construction and the lack of governance from the two aspects of theory and practice. This paper summarizes the social significance of brand ethical value construction by contrasting the harm, and makes a complete conclusion for this paper. The fourth part has become the difficulty of this paper in particular: in the exploration and analysis of related theories, it is not only an imperative move, but also a test to excavate the theoretical framework of brand ethics value construction. In a word, in the case of listing the success or failure of many brands in reality, and combining with the explanation and analysis of relevant theories and viewpoints, this paper has achieved the initial research purpose and significance as a whole.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2013
【分類號】：B82-05

【參考文獻】

相關(guān)期刊論文 前1條

1 劉華軍;;品牌的經(jīng)濟學(xué)分析:一個比較靜態(tài)模型[J];財經(jīng)科學(xué);2006年08期

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本文編號：1872090