The Influence Of Corporate Social Responsibility On Brand Competitiveness Research

With the advent of the era of brand consumption, blindly to the pursuitof sales target in the past to make profits in return of enterprises, in today’shigh level of brand competition, under unprecedented pressure ofcompetition increases. Some of the strength of large private enterprises andstate-owned enterprises to quickly adjust the development strategy, devotedto brand competition. Enterprises to survive and sustainable development,trying to seek for their enterprise’s competitive advantage, however, itssource of competitive advantage are not obvious to the effectiveness ofenterprise, and through the social responsibility to enhance the brandcompetitiveness, so as to improve enterprise brand to obtain competitiveadvantage has become the center of gravity of the theoretic and industryrealms. With foreign enterprises actively advocating enterprise to fulfill itssocial responsibility is very different, most of the current our countryenterprise society responsibility is not voluntary. From the perspective ofsocial responsibility to promote enterprise implementation of brandmanagement, enhance competitiveness, is the entry point of this study.This paper expounds the relevant research results at home and abroad,through the status quot of our country enterprise brand management,summarized the source of brand competitiveness and influence factors, andthrough the analysis of domestic and foreign enterprises in establishing thecore value of brand experience, puts forward the social responsibility canenhance brand competitiveness point of view, and theoretically demonstratedthe bear the social responsibility and the relationship of brandcompetitiveness promotion, corporate social responsibility and brandcompetitiveness evaluation model was constructed. In empirical aspect,makes an empirical research based on the fuzzy comprehensive evaluationmethod, to explain the theory, and put forward to promote the brandcompetitiveness under the perspective of social responsibility of substantivepolicy.This paper will fulfill the social responsibility into the enterprise brandcompetitiveness of management, to guide enterprises to establish plays an important role in the implementation of social responsibility idea andthinking from the Angle of theory and empirical brand advantage, to promotethe competitiveness of the enterprises in the fierce competition under thebackground has a key role.