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长期以来,当中国品牌在国际市场上受阻时,企业家们总是习惯地从内外两个角度来思考问题,即消费者角度和企业自身角度,并认为内因和外因构成了整个认知的全部。但是,对于这两个因素的社会基础—伦理观念,企业家们缺乏足够的注意力。这种认知上的局限性,不仅影响了企业家对于企业自身及其产品和服务的品牌判断能力,而且在一定程度上使中国企业的品牌经营管理走入误区。一般而言,企业和消费者在伦理观念上一致性的水平,决定了伦理冲突的水平。若在伦理观念上呈一致性,则伦理冲突的水平较低或者根本不存在;若不一致,则伦理冲突会成为一种常态。伦理观念差异所形成的不同品牌理念,使物质属性基本相同的产品和服务在作为品牌出现在消费者面前时,会在性质上呈现出根本的区别。在品牌国际化经营中,中国企业要以国际上较为通行的伦理观念为支撑来重新设计品牌的理念与经营管理方式,强调品牌理念与目标市场的消费伦理观念的一致性;吸纳西方先进的伦理观念,控制伦理观念中的冲突水平,以履行品牌社会责任为契机,不断培养新型伦理观念影响下的消费者群体。
For a long time, when the Chinese brand was blocked in the international market, entrepreneurs always used to thinking from both internal and external perspectives, that is, from the point of view of consumers and their own enterprises, and considered that internal and external factors constituted the entire cognitive . However, entrepreneurs lack sufficient attention to the social basis of these two factors - ethics. This cognitive limitation not only affects the entrepreneur’s brand judgment ability for the enterprise itself and its products and services, but also makes the brand management of Chinese enterprises into a misunderstanding to a certain extent. Generally speaking, the level of consistency between ethical concepts of enterprises and consumers determines the level of ethical conflicts. If there is consistency in ethical concepts, the level of ethical conflicts is low or nonexistent; if not, ethical conflicts will become a norm. Differences between ethical concepts formed by the different brands, so that the same material attributes of products and services as a brand appeared in front of consumers, will show a fundamental difference in nature. In the internationalized operation of the brand, Chinese enterprises should re-design the concept and management mode of the brand with the support of the more popular ethical concepts in the world, emphasizing the consistency of the concept of consumption ethics between the brand concept and the target market, and absorbing the advanced western ethics Concept, control the concept of ethics in the conflict level, to fulfill brand social responsibility as an opportunity to constantly cultivate the new ethical concepts under the influence of consumer groups.