基于博弈论视角的品牌伦理制度化研究

The Institutionalization of Brand Ethics Based on Game Theory

品牌伦理涉及诚信、公正、责任、价值观等,是消费者与社会公众基于伦理的品牌评价。而由这种评价产生的品牌联想影响消费者购买决策。在对企业、消费者、政府三者之间的博弈分析中,发现品牌伦理制度化的现实性,并由此探寻相应的对策:采取非道德决策后可能承担的风险,完善监督、约束和执行机制;建立"适度"的激励机制与沟通机制,使得制度供给适应制度需求;健全企业品牌目标机制和评价机制;借助于制度的强制力来保障企业的社会道德标准。

Brand ethics are related to faith, justice, responsibility and values. Brand association in result of a brand＇s ethical evaluation produces impact on consumers purchasing decisions. Based on the game analysis among enterprises, consumers and the government, this article probes the practicability of the brand ethical institutionalization and explores the appropriate responses. The responses include taking re- sponsibility resulting from non-moral decisiott-making, improving the mechanism of supervision, discipline and implementation, establishing appropriate incentive and communication mechanism, adapting system supply to system needs, perfecting enterprise brand goal and evaluation mechanism and maintaining social moral standards of a brand through the compulsory force of a system.