疫情防控常态化背景下企业品牌战略中的社会责任分析  

Analysis of Corporate Social Responsibility in Brand Strategy Under the Background of New Normal of COVID-19 Response

作　　者：王齐欣 和群坡[2] Wang Qixin;He Qunpo

机构地区：[1]中国传媒大学 [2]中国传媒大学广告学院

出　　处：《广告大观（理论版）》2020年第5期4-9,共6页Journal of Advertising Study

摘　　要：在疫情防控常态化背景下,深厚的品牌资产才是抗疫中的核心武器,"有情有义"的品牌、企业才更能抢夺用户心智,企业在疫情期间对社会责任的履行状况被放大为全世界的焦点,从品牌战略角度而言,这不只代表着情怀,还涵盖着市场价值。CSR(企业社会责任)表现对品牌资产有显著的正向影响作用,基于CSR(企业社会责任)的危机管理策略,一直是品牌发展战略的重要组成部分。经济全球化的今天,中国产品向中国品牌转变,是中国经济结构性调整的必经之路,中国责任品牌的建设,已经成为继资金、技术、成本、人才之后企业竞争的新要素,也是企业发展的下一个争夺空间。应对此次突发性的公共危机,将CSR(企业社会责任)与企业形象、品牌形象有机结合,实现社会价值和经济价值的内在统一,是疫情中最强大的免疫力,也是品牌最持续的生命力。Under the new normal of COVID-19 response,deep brand equity is the core weapon in the fight against the epidemic,and the"sentimental and meaningful"product brand enterprises can snatch the user’s minds better.From the perspective of brand strategy,it not only represents feelings,but also market values.In this case.CRS(corporate social responsibility)performance has a significant positive effect on brand equity.Crisis management strategies based on CRS(corporate social responsibility)have always been an important part of brand development strategies.In today’s economic globalization,the transformation of Chinese products into Chinese brands is the only way for China’s economic structural adjustment.The construction of China’s responsible brand has become a new element of enterprise competition after capital,technology,cost,and talent,and it is also the next space for enterprise development.In response to this sudden public crisis,CRS(Corporate Social Responsibility)is combined with corporate image and brand image to realize the internal unification of social value and economic value.It is the most powerful immunity in the epidemic and the most sustainable vitality of the brand.

关 键 词：新冠肺炎疫情 CSR(企业社会责任) 品牌战略 公共危机事件 

分 类 号：F273.2[经济管理—企业管理] F270[经济管理—国民经济]