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当今社会企业的价值不仅仅应该包括企业的人、财、物、技术、信息等资源的持有量,还有一项可以为企业带来巨大潜在利益的品牌效应,而品牌所带来效益值的大小则主要取决于该品牌获得社会公众认可的能力。因此,企业的品牌价值观的发展逐渐趋向于取得社会公众的认可,其最基础的即是符合社会公众认可的道德观,伴随经济的发展,品牌价值观发展的社会道德化趋势更加明显,不得不引起经营管理者的重视,究竟企业为何显现出品牌价值观发展的社会道德化发展趋势?笔者研究的目的即是通过探索品牌价值观社会道德化的原因以及对企业的作用,来揭示企业品牌价值观的发展趋向社会道德化的必然性。
The value of today’s social enterprises should not only include the holding of resources such as people, property, technology, information and other resources, but also a brand effect that can bring huge potential benefits to the enterprise. The size depends mainly on the brand’s ability to gain public acceptance. Therefore, the development of the enterprise’s brand values tends to gain social recognition. The most basic one is that it conforms to the socially acceptable moral concept. With the development of economy, the trend of social moralization of the development of brand values becomes more obvious and has to be caused The focus of managers, why the company showed the development of brand values of social moral development trend? The author’s purpose is to explore the brand value of social morality through the reasons and the role of enterprises to reveal the development trend of corporate brand values Necessity of Social Moralization.