本文選題：企業(yè)社會責(zé)任　切入點(diǎn)：品牌價(jià)值　出處：《東北農(nóng)業(yè)大學(xué)》2016年碩士論文

【摘要】：伴隨著經(jīng)濟(jì)的不斷發(fā)展,企業(yè)作為市場經(jīng)濟(jì)的主體,其生產(chǎn)經(jīng)營行為越來越受到社會的廣泛關(guān)注。一直以來,企業(yè)將利益最大化作為生產(chǎn)經(jīng)營的最終目標(biāo),但是,隨著可持續(xù)發(fā)展理念的提出,企業(yè)社會責(zé)任這一概念的不斷深入,企業(yè)這一市場經(jīng)濟(jì)的主體,不能夠一味地向社會進(jìn)行資源的索取,同時(shí)也要承擔(dān)相應(yīng)的責(zé)任。環(huán)境的不斷惡化、食品安全問題的頻發(fā)發(fā)生,使整個(gè)社會逐漸認(rèn)識到企業(yè)履行社會責(zé)任的必要性,任何企業(yè)在保證自身發(fā)展的過程中都要維持經(jīng)濟(jì)與社會的協(xié)調(diào)發(fā)展。品牌價(jià)值作為企業(yè)的無形資產(chǎn),其所帶來的影響作用是不可估計(jì)的,它能夠使企業(yè)在激烈的市場競爭中獲取重要的經(jīng)濟(jì)地位,它能夠保證企業(yè)的生產(chǎn)經(jīng)營持續(xù)而不衰退。然而,品牌價(jià)值的形成是建立在多種因素的基礎(chǔ)上的,產(chǎn)品要想實(shí)現(xiàn)品牌價(jià)值,就必須獲得消費(fèi)者的認(rèn)可。消費(fèi)者對產(chǎn)品最直觀的的感受就是產(chǎn)品的質(zhì)量,一個(gè)企業(yè)要想使自身的產(chǎn)品取得消費(fèi)者的信任,就必須向消費(fèi)者提供滿意的產(chǎn)品和服務(wù),以誠信取勝。企業(yè)社會責(zé)任的履行其中一項(xiàng)重要的要求就是向社會提供滿意的產(chǎn)品和服務(wù),同時(shí),企業(yè)履行社會責(zé)任的重要一項(xiàng)就是履行對消費(fèi)者的合法權(quán)益。鑒于此,本文將以消費(fèi)者感知作為研究視角,從消費(fèi)者角度出發(fā)研究企業(yè)社會責(zé)任的履行對品牌價(jià)值的重要影響。希望通過研究進(jìn)一步明確企業(yè)社會責(zé)任對品牌價(jià)值的影響程度,以及存在的影響因素,為企業(yè)品牌價(jià)值的提升采取針對性措施。本文首先對企業(yè)社會責(zé)任及品牌價(jià)值相關(guān)文獻(xiàn)進(jìn)行梳理,找出企業(yè)社會責(zé)任與品牌價(jià)值的關(guān)系,進(jìn)一步明確企業(yè)社會責(zé)任及品牌價(jià)值的內(nèi)涵,并且提出了利益相關(guān)者理論、信號傳遞理論、可持續(xù)發(fā)展理論以及品牌價(jià)值理論作為本研究的理論基礎(chǔ)。將企業(yè)認(rèn)同作為中介變量,通過劃分企業(yè)社會責(zé)任以及品牌價(jià)值的維度,構(gòu)建出企業(yè)社會責(zé)任對品牌價(jià)值影響的理論模型,通過模型的構(gòu)建提出了相關(guān)假設(shè),以問卷調(diào)查的形式進(jìn)行數(shù)據(jù)的收集與整理,運(yùn)用SPSS20.0和AMOS17.0統(tǒng)計(jì)軟件進(jìn)行數(shù)據(jù)的分析與處理。通過SPSS20.0軟件進(jìn)行描述性統(tǒng)計(jì)分析、信度與效度分析,在保證數(shù)據(jù)的可用性基礎(chǔ)上,采用結(jié)構(gòu)方程模型進(jìn)行實(shí)證檢驗(yàn),進(jìn)一步驗(yàn)證假設(shè)內(nèi)容的準(zhǔn)確性。通過本文的研究,假設(shè)檢驗(yàn)的得到初步證實(shí),研究結(jié)果表明,企業(yè)社會責(zé)任的履行對于品牌價(jià)值的提升具有顯著的影響作用�；诖�,本文分別從消費(fèi)者角度、企業(yè)社會責(zé)任角度和品牌價(jià)值角度,分析提升品牌價(jià)值的重要對策,希望為企業(yè)的可持續(xù)經(jīng)營提供對策建議,同時(shí),為進(jìn)一步探索企業(yè)社會責(zé)任的履行以及品牌價(jià)值的提升提供新的思路和方法。
[Abstract]:With the development of economy, enterprises, as the main body of market economy, are paying more and more attention to their production and management behavior.For a long time, the enterprise regards the profit maximization as the final goal of production and management. However, with the development of the concept of sustainable development and the deepening of the concept of corporate social responsibility, the enterprise is the main body of the market economy.Cannot blindly carry on the resources request to the society, but also must undertake the corresponding responsibility.With the deterioration of the environment and the frequent occurrence of food safety problems, the whole society gradually realizes the necessity of corporate social responsibility. Any enterprise should maintain the coordinated development of economy and society in the process of ensuring its own development.Brand value, as an intangible asset of an enterprise, has an inestimable impact on it. It can make the enterprise obtain an important economic position in the fierce market competition, and it can ensure the production and operation of the enterprise to continue without declining.However, the formation of brand value is based on a variety of factors. If the product wants to achieve brand value, it must be recognized by consumers.The most intuitive feeling of consumers to products is the quality of products. If an enterprise wants to make its products win the trust of consumers, it must provide satisfied products and services to consumers in order to win credit.One of the important requirements of corporate social responsibility is to provide satisfactory products and services to the society. At the same time, an important part of corporate social responsibility is to fulfill the legitimate rights and interests of consumers.In view of this, this paper will take the consumer perception as the research angle, from the consumer angle to study the corporate social responsibility performance to the brand value important influence.It is hoped that the degree of influence of corporate social responsibility on brand value and the existing factors will be further clarified through the research so as to take targeted measures for the promotion of enterprise brand value.This paper firstly combs the literature on corporate social responsibility and brand value, finds out the relationship between corporate social responsibility and brand value, further clarifies the connotation of corporate social responsibility and brand value, and puts forward the stakeholder theory.Signal transmission theory, sustainable development theory and brand value theory are the theoretical basis of this study.Taking corporate identity as an intermediary variable, the theoretical model of the influence of corporate social responsibility on brand value is constructed by dividing the dimensions of corporate social responsibility and brand value, and the relevant assumptions are put forward through the construction of the model.The data are collected and sorted by questionnaire, and the data are analyzed and processed by SPSS20.0 and AMOS17.0.Through the descriptive statistical analysis, reliability and validity analysis of SPSS20.0 software, on the basis of ensuring the availability of the data, the structural equation model is used to carry out empirical test to further verify the accuracy of the hypothetical content.Through the research of this paper, the hypothesis test has been preliminarily confirmed. The results show that the performance of corporate social responsibility has a significant impact on the promotion of brand value.Based on this, this paper analyzes the important countermeasures to promote brand value from the perspective of consumers, corporate social responsibility and brand value, hoping to provide suggestions for the sustainable management of enterprises, at the same time,To further explore the implementation of corporate social responsibility and brand value to provide new ideas and methods.
【學(xué)位授予單位】：東北農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F270;F273.2
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本文編號：1714755