论产品品牌建设的信用制度根基  

On the Credit System Foundation of Product Brand Construction

作　　者：林钧跃[1] Lin Junyue(Credit Academic Committee of China Marketing Association,Beijing 100192,China)

机构地区：[1]中国市场学会信用学术委员会,北京100192

出　　处：《征信》2024年第9期1-13,共13页Credit Reference

摘　　要：在产品品牌面临的多种风险因素中,人为失信违规因素是首要的风险因素,而控制这类风险恰恰是质量管理制度的弱项。即使企业建立了质量管理制度,并获得了ISO9001质量认证,仍无法避免因产品质量问题造成产品品牌受损。为弥补质量管理制度的不足,企业可在产品品牌建设和运维中发挥信用管理制度和诚信自律制度的作用,从根本上改进质量管理制度的诚信制度环境,并积极应对政府监管的质量信用制度措施和利用相关国家政策增强产品品牌传播力。基于此,给出了四项制度融合应用的逻辑和基本方法。Among the various risk factors faced by product brands,human dishonesty and violation of regulations are the primary risk factors,and controlling such risks is precisely the weakness of quality management system.Even if the enterprise has established the quality management system and obtained the ISO9001 quality certification,it still cannot avoid the product brand damage caused by product quality problems.In order to make up for the shortcomings of the quality management system,enterprises can make the credit management system and integrity self-discipline system play a role in product brand construction and operation and maintenance,fundamentally improve the integrity system environment of the quality management system,and actively respond to the quality credit system measures regulated by the government and use relevant national policies to strengthen the product brand communication.This paper presents the logic and basic methods for the integrated application of the four systems.

关 键 词：产品品牌 品牌建设 品牌运维 品牌危机管理 质量管理制度 质量信用制度 企业信用管理制度 企业诚信自律制度 

分 类 号：F273.2[经济管理—企业管理] F279.23[经济管理—国民经济]