【作者】 黄朝晖；

【导师】 张怀承；

【作者基本信息】 湖南师范大学 ， 伦理学， 2013， 博士

【摘要】 进入新世纪以来,品牌经济、买方市场的到来使得企业竞争中品牌的地位愈加重要。品牌生命力的大小已经不只关系到企业本身的存亡,更关系到国家整体经济状况的好与坏。然而品牌的生命力从何而来?对这个问题的回答也就引出了本文的主要研究对象与内容——品牌的伦理价值,因为它是品牌生命力的重要来源之一。伦理与道德是一个亘古长青的话题。作为社会上层建筑的一部分,它可谓是渗透于社会生活的各个方面,对人类和谐生活与健康发展有着莫大的基础作用,是社会规范的重要支撑体系。品牌虽是经济领域的一个概念,但与诸多市场主体以及利益相关者的交互关系使得它难以避免接受伦理与道德的审视。伦理与道德时时刻刻都在拷问着品牌的良心,关注着品牌的一言一行。长期的实践证明,品牌如人,一样有培养自身道德情操以及获得自身伦理价值的可能性与必要性,而这点也正是品牌获得强大竞争力的法宝之一。在我国,由于部分企业对利益的贪婪以及其他社会因素的影响,品牌伦理价值的缺失现象还相当严重,品牌伦理价值的构建工作还尚未取得明显成效。这些不良现状着实为社会以及人自身等诸多层面造成了不小的危害。因此研究品牌伦理价值的道德规范、缺失原因与整体构建就成了本文的主要目的与意义所在。本文通过文献研究法、逻辑分析法、伦理学研究法、经济学研究法以及例证法对品牌伦理价值的整体概况进行了一个较为全面客观的研究：第一部分,对品牌及其伦理价值的内涵、重要性以及双方关系进行了介绍；第二部分,探讨了品牌伦理价值的道德内涵及其表达方式和实现途径；第三部分,在总结品牌伦理价值缺失的主要表现形式的基础上分析了这一缺失对人、企业以及社会诸层面的影响与危害,并进一步探讨了造成这一现状的多样化原因；第四部分,以原因分析为基点,有针对性地从理论与实践两个层面提出了品牌伦理价值的整体构建以及缺失治理的可行性方案和有效意见；第五部分,对照危害对品牌伦理价值构建的社会意义进行了总结概括,为本文做了一个完整的收尾。其中第四部分尤其成为了本文的难点所在：在对相关理论的探讨与分析中挖掘品牌伦理价值构建的理论框架既是一个势在必行之举,也是一个不小的考验。总而言之,在列举现实中诸多品牌的成功或是失败案例的情况下,再结合以相关理论和观点的说明与分析,从总体上本文达到了最初的研究目的与意义。更多还原

【Abstract】 Entering the new century, with the coming of the brand economy and the buyer’s market, the brand position becomes more and more important during the competition among enterprises. The Strength of the brand’s vitality not only related to the survival of the enterprise itself, but also related to the country’s overall economic. However, where the brand’s vitality come from? Answering to this question is this article’s main research object and content-the brand’s ethical values. Because it is an important source of the brand’s vitality.Ethics and morality is an old topic. As a part of the social superstructure, they permeate every aspect of social life. They also play a fundamental role in maintaining the harmony of human life and the social health development. They are also the support system of social norms. Although the brands is a concept in the economic field, but in view of the interactions between it and stakeholders, it must accept the scrutiny of the ethical and moral. All times, ethical and moral are concerning about the brands’ words and deeds, torturring the conscience of the brands. In the long-term, practice has proved that brands has the possibility and necessity of trainning its own morality and obtainning its own ethical values. This is also an important source of the brands’ strong competitiveness.In our country, because the greed of corportes and other factors, the deficiency of the ethical value of the brands is still quite serious, the work of building the ethical value of the brands still has no significant results. These all seriously harm the society and humanity. So searching the code of ethics、the reason for lack and the work of overall building about the ethical value of the brands is this article’s main purpose and significance.Through the methods of literature research、logical analysis、ethics research、economics reaearch and exemplified france, this article has a more comprehensive and objective study about the overall profile of the ethical value of the brands:the first part mainly introduces the connotations、importance、bilateral relations of the brands and its ethical value; the second part mainly discusses the moral connotations of the ethical value of the brands and their expression’s modes、getting’s ways; the third part summaries the main manifestations of the missing of the brand’s ethical value, and analysises the missing’s harmfulness、causes; the fourth part, basing on the analysis of the reasons, mainly puts forward the program (including the theoretical and practical two aspects) for the building of the brand’s ethical value; the fifth part mainly explains the social significance of the building of the brand’s ethical value. Among them, the forth part is the hardest part:finding the theoretical framework of the building of the brand’s ethical value is not only a job that must do, but also a big test.In short, by heavily listing the positive and negative cases and combinning with a description of the relevant theories、views, this article reaches the purpose and significance of the original study.更多还原