Enterprise "brand Action" Sociological Analysis

With the competetion changing from commodity quantity , quality to brand, enterprises have been taking the action of establishing brands . Enterprises ' Branding is an economic action . And it is a special case of social action . According to sociology ' s common theory of social action ------ Web and Parsons ' s social action analysis frame , enterprises ' Branding Action from setting up aim to the all process is restricted by internal and external conditions. Firstly , enterprises' values , which is directly related to enterprises ' aim . Secondly, the means ,which is at the use of enterprises , including both internanl and external factors, the former is referring to enterprises' funds, technology level, managering ability and so on, the later is referring to modern managering and technichal tools which is at the uses of enterprises. Thirdly, circumstances, which mainly include country' economic structure, economic developing level, finance, globlization, government's action, comsumption characteristic changes and so on. Some of them are beneficial to enterprises' Branding Action while others are barriers to Branding Action . Fourthly, the social norm and laws and regulations which enterprises must conform to. Enterprises' Branding Action is taken in phases, and at every phase, enterprises sress differently.According to Web's theory of how to appraise social action's reason , reason of enterprises' Branding is determined by the fact if the enterprises have thought over when setting up aim and in the process of action, if the action is fit for the enterprises, if conforms to the trend of the times, if observes the social norms and laws and regulations.