公司品牌价值观研究的社会道德化取向及其影响

The Social Moral Orientation and Its Influence of Corporate Brand Values Research

公司品牌价值观是实现公司品牌的生存与发展的重要环节。公司品牌价值观的社会道德化取向是企业在信息透明化时代追求利润最大化的内在动力和相关利益者群体博弈的结果。社会道德化成为公司品牌价值观是否科学的一个重要衡量标准。公司品牌建设社会道德化取向,可以促进公司品牌与社会的可持续发展。

The corporate brand value is the important link to achieve the corporate brand＇s survival and development. The value in social moral orientation is the result of pursuit of profit maximization of the intrinsic driving force and stakeholder groups ,of the outcome of the game in the transparency of information era. Social morality is an important criterion of the company＇s brand values. Social moral orientation of corporation brand construction promotes the company brand and sustainable development of society.