Research On Brand Value Through Corporate Social Responsibility To Stakeholders Of State Grid Fujian Electric Power Company

With the process of global economic integration,the realization of sustainable development of enterprises is becoming a consensus.The brand strategy with social responsibility and citizen obligations as the core is becoming a new competitive factor after talent,capital and technology.Responsibility brand building is becoming new value appeals for enterprises,not only for the establishment of new models and goals for sustainable operation,but also for multi-win and common development with stakeholders.Responsibility brand building is becoming new directions for Chinese enterprises.State Grid Fujian Electric Power Company started its brand building in 2006,and was the first in the public sector.It emphasizes that brand building is the basis for deepening the company's internal quality structure,and proposes to build a “world-class grid” and “world-class enterprise” matching the “global first-class brand”,in order to strengthen and improve the assurance.And it has established a trust relationship based on value recognition with the government,media,opinion leaders and the public.This paper mainly examines the relationship between social responsibility,identity and brand value of State Grid Fujian Electric Power Company,demonstrates the impact of social responsibility activities on brand value,and presents the elements that can effectively enhance brand value in an intuitive way.The impact of social responsibility on brand value builds the brand promotion strategy.Firstly it combs systematically the domestic and foreign research literature on social responsibility,identity and brand value theory.Secondly it puts forward the frame of social responsibility which considers the dependent variability,economical,social and environmental responsibility as independent variables,and enterprise identification as the intermediary variable.Through the design of the questionnaire,the stakeholders of the State Grid Fujian Electric Power Company have been surveyed,and the collected data are tested empirically.The results show that there is a positive correlation between social responsibility and brand value.By studying the essence of corporate social responsibility and the connotation of brand value,this paper proposes the brand promotion strategy based on social responsibility,and points out that the active implementation of social responsibility can enhance identity and thus enhance brand value.The implementation of social responsibility provides new ideas.