分类号_________________________________________________________________________密级 __ UDC 本 科 毕 业 论 文 品牌道德营销讨论 学生姓名 学号 指导老师 院、系 专业年级 论文答辩日期 2025 年 6 月 9 日 品牌道德营销讨论 完成日期： 指导老师签字： 答辩小组成员签字： 品牌道德营销讨论摘 要“品牌道德营销”是一种新的营销模式，试图探究品牌的道德（价值观）与营销的关系。通过将品牌的道德性与品牌营销结合起来，在企业的营销过程中，将品牌道德的营销意义释放出来，同时实现企业的社会责任，试图达到企业社会效益与经济效益的双赢。本文在与“社会责任营销”对比的基础上，对品牌道德营销的内涵进行了阐述；联系互联网所到来的商业环境的变化，本文分析了品牌道德营销应正确处理的四种关系——企业与社会、企业与合作伙伴（供应商）、企业与员工、企业与消费者。最后，本文从品牌道德的形象塑造和品牌道德的传播两方面提出了品牌道德营销的实施的具体策略。关键词 ： 品牌 ； 道德； 价值观 ； 社会责任 ；营销 Marketing of the brand ethicsAbstract Marketing of the brand ethics is a new marketing model, trying to explore the relationships between brand ethics and marketing. By the combination of brand’s core spirit and ethics, carrying out brand marketing with brand ethics connected, the company can fully take on its social responsibilities throughout its marketing process, realizing the win-win of social benefits and company benefits. On the foundation of comparing corporation social responsibility marketing with this new model, the article illustrates completely the meaning of “marketing of the brand ethics.” While emphasizing the revolution of business environment brought by Internet development, the article is analyzing the four kinds of relations that this new model has to deal with correctly. Finally, the article is demonstrating the aspects this model has to consider and accounting the specific tactics from the prospective of portraying the im...
