本土品牌伦理价值体系模型探析

Exploration and Analysis for the Models of Ethical Value System of Chinese Brands

以中国式企业危机为背景,分析了本土品牌信任危机事件的根源及形态,结合国内外品牌不同价值体系案例及本土品牌认知层面,论述了本土品牌建立一套完整科学的伦理价值体系的必要性、科学性。根据企业复杂的社会关系,提出了建构伦理价值体系的内容模型和策略模型,进而形成扎实规范的企业伦理价值体系框架。

It analyzed the sources and forms of local brand confidence crisis on the background of Sinicism business crisis. Combined with different value system cases of Chinese and overseas brand and cognizing plane of local brands, it presented the necessity and scientificity of establishing a set of scientific ethical value system for local brands. According to corporation complex social relations, it brought forward the content model and tactic model of constructing ethical value system, and then formed the well-knit and normative framework of business ethical value system.