品牌战略是推动企业履行社会责任的内在动力

作为社会微观经济主体的企业以最大的努力追求产量、利润和发展速度的同时,忽视了环境与利益相关者的责任,给环境和利益相关者造成了各种利益损害,受到利益相关者觉醒的社会责任意识的压力,要求企业承担更多的社会责任。这就给学术界提出了研究企业内在发展动力与自觉履行社会责任的内在机理问题,该文以品牌战略的实施为切入点,论证品牌战略与企业履行社会责任的关系,探索企业履行社会责任的内部动力,对构建强势品牌提出了建议。

Brand Strategy as Internal Power to Promote Enterprises to Fulfill Their Community Responsibility

As the micro - economic main body in the society, enterprises are always preoccupied with output, profit and the speed of development, neglecting their environmental responsibility and the interests of the stakeholders involved, which lead to the damage to the environment and the interests of the stakeholders. With the pressure of community responsibility consciousness, enterprises are required to shoulder more community responsibility. Therefore, the inner mechanism of the enterprise which embodies its intrinsic development power and the conscientious fulfillment of its social responsibilities has become a significant research issue. This paper, taking the implementation of brand strategy as the breakthrough point, proves the relation between brand strategy and the implementation of corporate social responsibility, explores the enterprises＇ internal power to fulfill their social responsibility, and puts forward the countermeasure and suggestion to build a powerful brand.