【作者】 王茜；

【导师】 赵雁海；

【作者基本信息】 兰州大学 ， 工商管理（专业学位）， 2013， 硕士

【副题名】以国药集团兰州公司为例

【摘要】 我国医药行业的竞争日趋激烈,特别是在目前全球经济普遍低靡的情况下,医药企业想要在市场中占据一定的市场份额愈加困难。毋庸质疑,强大的品牌使得商家获益颇多,企业可以利用知名品牌为自己带来顾客的忠诚度和更多的利润。因此,如何建立和培育强大的品牌,建立品牌资产,成为广大医药企业营销中的重中之重。同时,随着企业社会责任理论的发展,越来越多的医药企业开始重视履行相应的社会责任,做负责任的企业。研究履行企业社会责任对企业的积极作用,特别是对品牌管理的影响,不仅对营销管理理论有意义,同时也能为企业品牌管理的实践提供新思路和新途径。本文以中国最大的医药企业---中国医药集团总公司兰州公司为例,采用文献分析法总结社会责任理论和品牌管理的相关文献,定义品牌管理和社会责任的研究范围；接着从理论综述中提炼研究假设,设计研究模型、调查问卷,确定抽样和定义变量测量；收集数据,对数据进行描述和推论分析,研究企业社会责任和品牌管理之间的关系；讨论问题原因,提出对策和建议。实证研究表明,履行企业社会责任对中国医药集团的品牌有积极影响,不仅可以提高消费者对品牌的忠诚度、对产品／服务质量的感知,还可以建立更好的品牌联系和品牌认知。更多还原

【Abstract】 As the competition in pharmaceutical industry is quite fierce, it is more and more difficult for companies to stand out, especially in recession. In this case, the companies endeavour to establish an innovative strategy to promote the business. It is well known that brand is the intangible asset which can effectively differentiate the company from its competitors. Therefore, nowadays, building a strong brand is crucial. Since CSR is becoming the mainstream in today’s commercial world, under this condition, investigating how CSR influences the brand equity is considerably significant.In this research, the author has attempted to find out the impact of CSR on brand equity of China National Pharmaceutical Group Corporation by the case of its Lanzhou Company. Following an inductive approach, the author adopted case study and survey as the research strategy. Meanwhile, questionnaires were designed and sent out to investigate the staff’ perception on the theme. Based on Aaker’ Brand Equity Ten principles, the collected data was analysed to draw the conclusion.It is proved with strong evidences that by leveraging CSR, China National Pharmaceutical Group Corporation can enhance brand equity. More specifically, the CSR has positive impact on brand loyalty, perceived quality, organisation association and brand awareness. Therefore, the findings provide a new method to create the brand equity for pharmaceutical companies in practice, and also add evidences to the research in CSR-based brand management in the world of academia.更多还原