中国品牌经营与诚信问题的思索

【作者】 徐柏玲；

【导师】 金兆怀；

【作者基本信息】 东北师范大学 ， 政治经济学， 2003， 硕士

【摘要】 在市场竞争日趋激烈的今天，品牌已成为企业竞争力的核心。品牌是质量、信誉、形象甚至一种文化的象征，它能给消费者带来更高的满意度和更多的价值，甚至能带给消费者一种高于物质的精神享受。随着中国加入 WTO，国际品牌加入中国市场竞争，一场品牌竞争的国际赛事正拉开序幕。面对挑战，拥有自己的品牌对所有中国企业的发展是必不可少的。同时，我国企业在品牌的经营中还存在许多盲从的现象，对品牌经营缺乏系统、科学、全面的认识。因此，深入理解品牌在国际竞争中的重要性和紧迫性，掌握品牌经营管理的基本理论，就成为我国品牌建设的第一课。 在我国品牌经营的实践中，存在着诸多的问题，导致我国品牌的竞争力很弱，一些品牌在短时间内就会消失，究其原由许多是因为经营态度的不端正、经营准则的不遵守、经营规范的不完善、经营监督的不充分、经营环境的不健康造成的。而所有的这些可以归结为整个品牌经营系统缺乏诚信的恶果。或许技术上的差距和经营管理经验的欠缺可能需要长时间的努力才能有所弥补和突破，但诚信问题的解决却是可以在社会各界的努力下在较短的时间内就收到成效。市场经济是信用经济，诚信作为商业发展的基础，更是品牌经营的重要外部环境的保障。拥有了诚信，品牌可以获得巨大的价值；失去了诚信，品牌就必将走向灭亡。 由此可知，品牌经营对诚信的要求更加的严格和规范，而同时，诚信建设已成为我国品牌经营不可或缺的基础保证和必要条件。因此，笔者认为，将诚信渗透到品牌经营的各个环节，让诚信引领中国企业打造中国的强势品牌，就成为我们必须去探索和实践的主题。作为文章的重点，笔者首先论述了品牌经营的各环节的诚信建设：定位、宣传、管理、维护、战略、延伸都需要诚信为其基础；诚信对管理者、员工的重要意义及诚信的培养；品牌经营中团队内部、管理组织之间、企业与合作伙伴、企业与社会之间的诚信原则：品牌经营中品牌与顾客之间的诚信法则；品牌文化中诚信的重要地位及诚信文化的建设等，并以此为基础创建了品牌经营的系统控制模型，通过系统模型对品牌经营系统中的诚信的作用和意义加以系统的分析和论证。此外，就加强品牌经营中诚信的外部环境的建设提出了一些对策。在文章的最后，通过创建品牌与诚信的博奔模型，为让诚信引领中国企业打造强势品牌提出了建设性的意见。更多还原

【Abstract】 When the competition of the market is very extreme today, brand becomes the key of firm competence. Brand is the symbol of quality, trust, image and culture, which can provide customers with more satisfaction and values, even moral enjoyment above material. After entering WTO, international brands enter our national market that brings about an international match of competition of brand. Facing the challenge, having our own brands is essential for developing of any Chinese firms. At the same time, our firms have many "follow blindly" phenomena in brand management, as well as lacking science and whole understanding about brand management. So, it is the first lesson of building of our national brand that is recognizing the importance and urgency of brand in international competition deeply, and mastering the basic theory of brand management.There are many problems in our national brand management that lead to the weak competition of our brands and some brands disappear in short time. Among them, many problems are: irregular management attitude, not obeying management standard, not perfect management criterion, not abundant management supervisor and unhealthy management environment. All of them lie in the absence of credibility in the whole brand management system. Perhaps the distance of technology and the deficiency of management experience need long-time hard work to make up and make a breakthrough, but the problem of credibility may achieve a lot of effects with the working of society within short time. Marketing economy is the credit economy, credibility is the foundation of developing business and the important environment guarantee of brand management. Brand can obtain large values with credibility and be destroyed without credibility.Above all, we can say that the requirement of credibility is more strict and standard in brand management, at the same time, the building of credibility is the basic guarantee and essential condition. So, penetrating credibility to the every link of brand management and building Chinese competitive brands with leading of credibility are our main topic ofpracticing. At the most important section, at first I have discussed the building of credibility in every link of brand management: brand orientation, propagation, management, upholding, strategy, extending need credibility to be the basis; the important sense of credibility for managers and employees and how to train; the credit criterion in the group, among the management groups, between firm and cooperator, between firm and society; the credibility of brand and customers; the importance position of credibility in the brand culture and the cultivating of credit brand culture. At the basis of above, I build a system control symbol of brand management. Through the symbol, I analyze the function and sense of credibility in brand management system. Besides, I take some measures about the building of credit exterior environment. At the end of this paper, through building the game of brand and credibility, I made some constructive suggestions about how to let credibility lead our national firms to building competitive brands.更多还原