本文選題：恒大集團(tuán) + 恒大足球�。� 參考：《東北大學(xué)》2014年碩士論文

【摘要】：社會(huì)責(zé)任在一定程度上反映了企業(yè)的品牌價(jià)值,企業(yè)履行社會(huì)責(zé)任幫助企業(yè)塑造了企業(yè)形象,提升了品牌價(jià)值,推動(dòng)企業(yè)文化在員工中的認(rèn)同程度。但是,如何將社會(huì)責(zé)任中能夠促進(jìn)企業(yè)品牌價(jià)值有效提升的要素以正確的路徑和方式呈現(xiàn)在企業(yè)發(fā)展中,激勵(lì)企業(yè)履行社會(huì)責(zé)任的意愿是企業(yè)社會(huì)責(zé)任能否成功推進(jìn)企業(yè)品牌價(jià)值提升的關(guān)鍵。創(chuàng)建于1996年的恒大發(fā)展至今,正是其對(duì)于企業(yè)責(zé)任的認(rèn)真履行從而使企業(yè)品牌獲得了巨大提升。那是一個(gè)偶然的機(jī)會(huì),恒大掌門人許家印接觸了廣州市政府相關(guān)領(lǐng)導(dǎo),探討廣州足球未來發(fā)展,其認(rèn)為推動(dòng)足球發(fā)展也是企業(yè)不可推卸的社會(huì)責(zé)任。本案例正是以此為著眼點(diǎn),以恒大創(chuàng)始人許家印在公司發(fā)展階段與足球之間的融合,揭示了企業(yè)家責(zé)任對(duì)公司品牌的影響,進(jìn)而引起人們對(duì)"社會(huì)責(zé)任"和"品牌價(jià)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".
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F273.2;F299.233.4

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