摘要
在经济全球化加速发展的背景下,各国越来越重视推动企业履行社会责任,面对日益激烈的市场竞争环境,企业需要积极履行社会责任,打造具有责任感的品牌,以培育可持续发展的竞争力。这不仅是一种趋势,也是公益营销与企业社会责任发展的必然结果。本文对责任品牌定义进行梳理,分析责任品牌的载体与特性,包括相关性、参与性、新闻性、反理性等。基于价值链理论,构建了责任品牌的载体—活动的价值链模型,探讨责任品牌的基本活动:捐赠、人才培养、产业帮扶,三个核心层活动的主要内容,并从政府、公益组织、高校、媒体、社会群众等各个相关人群出发对基本活动进行拓展和创新,通过构建责任品牌的活动价值链模型,以此来提升责任品牌的形象以及影响力,实现企业与社会的共同发展和繁荣。
In an increasingly competitive market environment,companies need to fulfill social responsibilities to build responsible brands in order to cultivate sustainable competitive capabilities.Responsible brands are also an inevitable result of public welfare marketing and the development of corporate social responsibility.Based on the value chain theory,this paper constructs a responsible brand activity value chain model,explores the basic activities of responsible brands,and further expands and innovates activities to enhance the image and influence of responsible brands.
作者
陈明
何斯美
Chen Ming;He Simei(South China University of Technology,Guangzhou 510006,Guangdong)
出处
《中国商论》
2024年第13期77-80,共4页
China Journal of Commerce
关键词
责任品牌
活动价值链
企业社会责任
公益营销
品牌传播
responsible brand
activity value chain
corporate social responsibility
public welfare marketing
brand communication
