企业社会责任对营销管理的影响研究
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摘要
我国医药行业的竞争日趋激烈,特别是在目前全球经济普遍低靡的情况下,医药企业想要在市场中占据一定的市场份额愈加困难。毋庸质疑,强大的品牌使得商家获益颇多,企业可以利用知名品牌为自己带来顾客的忠诚度和更多的利润。因此,如何建立和培育强大的品牌,建立品牌资产,成为广大医药企业营销中的重中之重。同时,随着企业社会责任理论的发展,越来越多的医药企业开始重视履行相应的社会责任,做负责任的企业。研究履行企业社会责任对企业的积极作用,特别是对品牌管理的影响,不仅对营销管理理论有意义,同时也能为企业品牌管理的实践提供新思路和新途径。本文以中国最大的医药企业---中国医药集团总公司兰州公司为例,采用文献分析法总结社会责任理论和品牌管理的相关文献,定义品牌管理和社会责任的研究范围；接着从理论综述中提炼研究假设,设计研究模型、调查问卷,确定抽样和定义变量测量；收集数据,对数据进行描述和推论分析,研究企业社会责任和品牌管理之间的关系；讨论问题原因,提出对策和建议。实证研究表明,履行企业社会责任对中国医药集团的品牌有积极影响,不仅可以提高消费者对品牌的忠诚度、对产品／服务质量的感知,还可以建立更好的品牌联系和品牌认知。
As the competition in pharmaceutical industry is quite fierce, it is more and more difficult for companies to stand out, especially in recession. In this case, the companies endeavour to establish an innovative strategy to promote the business. It is well known that brand is the intangible asset which can effectively differentiate the company from its competitors. Therefore, nowadays, building a strong brand is crucial. Since CSR is becoming the mainstream in today's commercial world, under this condition, investigating how CSR influences the brand equity is considerably significant.
In this research, the author has attempted to find out the impact of CSR on brand equity of China National Pharmaceutical Group Corporation by the case of its Lanzhou Company. Following an inductive approach, the author adopted case study and survey as the research strategy. Meanwhile, questionnaires were designed and sent out to investigate the staff' perception on the theme. Based on Aaker' Brand Equity Ten principles, the collected data was analysed to draw the conclusion.
It is proved with strong evidences that by leveraging CSR, China National Pharmaceutical Group Corporation can enhance brand equity. More specifically, the CSR has positive impact on brand loyalty, perceived quality, organisation association and brand awareness. Therefore, the findings provide a new method to create the brand equity for pharmaceutical companies in practice, and also add evidences to the research in CSR-based brand management in the world of academia.
As the competition in pharmaceutical industry is quite fierce, it is more and more difficult for companies to stand out, especially in recession. In this case, the companies endeavour to establish an innovative strategy to promote the business. It is well known that brand is the intangible asset which can effectively differentiate the company from its competitors. Therefore, nowadays, building a strong brand is crucial. Since CSR is becoming the mainstream in today's commercial world, under this condition, investigating how CSR influences the brand equity is considerably significant.
In this research, the author has attempted to find out the impact of CSR on brand equity of China National Pharmaceutical Group Corporation by the case of its Lanzhou Company. Following an inductive approach, the author adopted case study and survey as the research strategy. Meanwhile, questionnaires were designed and sent out to investigate the staff' perception on the theme. Based on Aaker' Brand Equity Ten principles, the collected data was analysed to draw the conclusion.
It is proved with strong evidences that by leveraging CSR, China National Pharmaceutical Group Corporation can enhance brand equity. More specifically, the CSR has positive impact on brand loyalty, perceived quality, organisation association and brand awareness. Therefore, the findings provide a new method to create the brand equity for pharmaceutical companies in practice, and also add evidences to the research in CSR-based brand management in the world of academia.
引文
1 Kapferer, J. (2008). The New Strategic Brand Management:Creating and Sustaining Brand Equity Long Term [M]. London:Kogan Page.
2菲利普·科特勒等.营销管理[M].格致出版社、上海人民出版社,2005,p.549.
3 Keller, K. L.(2001). Building Customer-Based Brand Equity. Marketing Management [J].2001,10(2):pp.14-19.
4 Ehret, J. (2009) The Basics of Marketing:What is a Brand? [blog entry]. [Accessed 15 August 2012]. Available at:< http://themarketingspot.com/2009/01/basics-of-marketing-brand.html>.
1 Morris, B. (1996) The Brand's The Thing, Fortune,133 (4):pp.28-38.
2 Ibid.,科特勒等.营销管理[M],2005,p.557.
3 Amirkhizi.(2005) Mehrdad Amirkhizi Suche nach der Weltformel [J]. Horizont,6:pp.3-4.
4 Ibid.,科特勒等.营销管理[M],2005,p.557.
1 Abratt, R, and Bick, G (2003) Valuing Brands and Brand Equity:Methods and Processes [J]. Journal of Applied Management and Entrepreneurship,8 (1):pp.21-39.
2 Werther, W. B. and Chandler, D. Strategic Corporate Social Responsibility As Global Brand Insurance[J]. Business Horizons.2005, (48):317-324.
3 Blowfield, M. and Murray, A. (2008). Corporate Responsibility:A Critical Introduction. Oxford:OUP.
4 Ibid., Blowfield and Murray. (2008). Corporate Responsibility.
5 European Commission. (2001). Promoting a European Framework for Corporate Social Responsibility [M]. Luxembourg:European Commission.
6 Ibid. Blowfield and Murray. (2008). Corporate Responsibility.
7 [Accessed 15 August 2012]. Available at:
1 Ibid. Blowfield and Murray. (2008). Corporate Responsibility, p.43.
2 Carroll, A. B. (1979) A Three-dimensional Conceptual Model of Corporate Performance [J]. Academic of Management Review,4 (4):pp.497-505.
3 Frederick, W. C. (1978/1994) From CSR1 to CSR2:The Maturing of Business-And-Society Thought[J]. Business and Society,33(2):pp.150-164. (1986) Toward CSR3:Why Ethical Analysis Is Indispensable and Unavoidable in Corporate Affairs [J]. California Management Review,28(2):pp.126-141. (1998) Moving To CSR4:What to Pack for the Trip [J]. Business and Society,37(1):pp.40-59
4 Friedman, M. (1970) The Social Responsibility of Business Is to Increase Its Profits [J]. The New York Times. Magazine,9 (13):pp.122-126.
5 Levitt, T. (1958) the Dangers of Social Responsibility. Harvard Business Review, Sep/Oct:pp.41-50.
1黎友焕,叶祥松.国外企业社会责任研究综述.经济学动态[J].2007,5.
2 Mulligan, T. (1986) A Critique of Milton Friedman's Essay 'The Social Responsibility Of Business Is To Increase Its Profits'. Journal of Business Ethics,11(5):pp.265-269.
3 Burchell, J. (2008) the Corporate Social Responsibility Reader. Abingdon:Routledge, p.81.
4 Andrew, K. R. (1973) Can the Best Corporations Be Made Moral? Harvard Business Review,3-6:pp.57-64.
5 Davis, K., and Blomstrom, R.L. (1975) Business and Society.3 rd ed. New York:McGraw-Hill.
6 Epstein, E. M. (1987) the Corporate Social Policy Process:Beyond Business Ethics, Corporate Social Responsibility and Corporate Social Responsiveness. California Management Review,29 (3):pp.99-114
7 Torres, A., Bijmolt, T. H.A., Tribo, J.A., and Verhoef, P. (2012) Generating Global Brand Equity Through Corporate Social Responsibility to Key Stakeholders. International Journal, of Research in Marketing,29:pp. 13-24.
1 Vallaster, C., Lindgreen, A. and Maon, F. (2012) Strategically Leveraging Corporate Social Responsibility:a Corporate Branding Perspective. University of California,54 (3):pp.34-60.
2刘凤军,王镠莹.略论企业社会责任与品牌影响力.市场营销导刊[J1,2007(2)：pp.16-20.
3 Aaker, D.A. (1996b) Measuring Brand Equity across Products and Markets, California Management Review,38 (spring):pp.102-20.
1贾俊平,何晓群,金勇进.统计学[M].人民大学出版社,2007,pp.23-24.
2同上。
1曾五一、黄炳艺.调查问卷的可信度和有效度分析.统计与经济论坛[J].2005,11.
1曾五一、黄炳艺.调查问卷的可信度和有效度分析.统计与经济论坛[J].2005,11.
2库珀和辛德勒(美)著.郭毅,詹志俊主译.(2006).《商业研究方法》.人民大学出版社,第七版.
[1]黎友焕,叶祥松.国外企业社会责任研究综述[J].经济学动态.2007,5.
[2]李正.企业社会责任与企业价值的相关性研究-来自沪市上市公司的经验证据[J].中国工业经济.2006,2
[3]刘凤军,王缪莹.略论企业社会责任与品牌影响力[J].市场营销导刊.2007,2
[4]赵映云.企业社会责任与雇主品牌塑造[J].企业经济.2006,12
[5]陈留彬.中国企业社会责任理论与实证研究[D].山东大学.2006
[6]谢军.品牌竞争力与企业社会责任[A].中国医药卫生行业社会责任红皮书.2009.
[7]刘凤军,李敬强,李辉.企业社会责任与品牌影响力关系的实证研究[J].中国软科学.2012,1
[8]郭淑宁.论企业社会责任与品牌建设的互动关系[J].商业时代.2009,24
[9]张晨.企业社会责任与企业品牌价值[J].思想政治工作研究.2011,4
[10]许正良,温炎,马欣欣.企业履行社会责任对品牌提升的影响作用探析[J].现代管理科学.2012,3
[11]林波,杜娟,赵钧,蒋安丽,朱钢华,罗曙辉,周泽星.责任品牌：企业竞争新要素[J].WTO经济导刊.2011,2
[12]于颖.基于企业社会责任的品牌建设研究[J].江苏商论.2011,5
[13]范红.社会责任是造就品牌企业的基石[J].WTO经济导刊.2011,2
[14]罗龙飞,崔晓莉,蒋咏燕.基于企业社会责任视角的品牌信任研究[J].现代企业文化.2011,12
[15]菲利普.科特勒,凯文.莱恩.凯勒.营销管理[M].格致出版社、上海人民出版社,2005.
[16]Banerjee, S.B. Corporate Social Responsibility:The Good, the Bad and the Ugly [M]. Cheltenham:Edward Elgar Publishing Limited,2007.
[17]Donaldson, T. and Preston, L. E. The Stakeholder Theory of the Corporation:Concepts, Evidence, and Implications [J]. The Academy of Management Review.1995.20(1):65-91.
[18]Elkington, J. Partnerships from Cannibals with Forks:The Triple Bottom Line of 21st-century Business [J]. Environmental Quality Management.1998,8(1):37-51.
[19]Friedman, A.L. and Miles, S. Developing Stakeholder Theory [J]. Journal of Management Studies.2002,39(1):1-21.
[20]Friedman, M. The Social Responsibility of Business Is to Increase Its Profits [J]. The New York Times Magazine.1970,9(13).
[21]Bowen, R.H. Social Responsibilities of the Businessman [M]. New York:Harper and Borthers,1953.
[22]Henriques, A. and Richardson, J. The Triple Bottom line, Does It All Add Up? Assessing the Sustainability of Business and CSR [M]. Sterling, VA:Earthscan Publications,2004.
[23]Ingram, R.W. and Frazier, K.B. (1980) Environmental Performance and Corporate Disclosure [J]. Journal of Accounting Research.1980,18(20):614-622.
[24]Kakabadse, A. and Kakabadse, N. CSR in Practice:Delving Deep [M]. Basingstoke:Palgrave Macmillan,2007.
[25]Kapferer, J. The New Strategic Brand Management:Creating and Sustaining Brand Equity Long Term [M]. London:Kogan Page,2008
[26]Keller, K. L. Building Customer-Based Brand Equity. Marketing Management [J]. 2001,10(2):14-19
[27]Macdonald, K. and Marshall, S. Fair Trade, Corporate Accountability and Beyond: Experiments In Globalizing Justice [M]. GB:Ashgate,2010.
[28]Me William, G. Why CSR is good for brands? Management Today [J].2011,(5):69
[29]Paul, S. R, Alan S. D. and Arun K. J. Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality[J]. Journal of Marketingl994,(10):28-36.
[30]Urip, S. CSR Strategies:Corporate Social Responsibility for a Competitive Edge in Emerging Markets [M]. Hoboken:Wiley,2010.
[31]Werther, W. B. and Chandler, D. Strategic Corporate Social Responsibility As Global Brand Insurance[J]. Business Horizons.2005, (48):317-324.
2菲利普·科特勒等.营销管理[M].格致出版社、上海人民出版社,2005,p.549.
3 Keller, K. L.(2001). Building Customer-Based Brand Equity. Marketing Management [J].2001,10(2):pp.14-19.
4 Ehret, J. (2009) The Basics of Marketing:What is a Brand? [blog entry]. [Accessed 15 August 2012]. Available at:< http://themarketingspot.com/2009/01/basics-of-marketing-brand.html>.
1 Morris, B. (1996) The Brand's The Thing, Fortune,133 (4):pp.28-38.
2 Ibid.,科特勒等.营销管理[M],2005,p.557.
3 Amirkhizi.(2005) Mehrdad Amirkhizi Suche nach der Weltformel [J]. Horizont,6:pp.3-4.
4 Ibid.,科特勒等.营销管理[M],2005,p.557.
1 Abratt, R, and Bick, G (2003) Valuing Brands and Brand Equity:Methods and Processes [J]. Journal of Applied Management and Entrepreneurship,8 (1):pp.21-39.
2 Werther, W. B. and Chandler, D. Strategic Corporate Social Responsibility As Global Brand Insurance[J]. Business Horizons.2005, (48):317-324.
3 Blowfield, M. and Murray, A. (2008). Corporate Responsibility:A Critical Introduction. Oxford:OUP.
4 Ibid., Blowfield and Murray. (2008). Corporate Responsibility.
5 European Commission. (2001). Promoting a European Framework for Corporate Social Responsibility [M]. Luxembourg:European Commission.
6 Ibid. Blowfield and Murray. (2008). Corporate Responsibility.
7 [Accessed 15 August 2012]. Available at:
1 Ibid. Blowfield and Murray. (2008). Corporate Responsibility, p.43.
2 Carroll, A. B. (1979) A Three-dimensional Conceptual Model of Corporate Performance [J]. Academic of Management Review,4 (4):pp.497-505.
3 Frederick, W. C. (1978/1994) From CSR1 to CSR2:The Maturing of Business-And-Society Thought[J]. Business and Society,33(2):pp.150-164. (1986) Toward CSR3:Why Ethical Analysis Is Indispensable and Unavoidable in Corporate Affairs [J]. California Management Review,28(2):pp.126-141. (1998) Moving To CSR4:What to Pack for the Trip [J]. Business and Society,37(1):pp.40-59
4 Friedman, M. (1970) The Social Responsibility of Business Is to Increase Its Profits [J]. The New York Times. Magazine,9 (13):pp.122-126.
5 Levitt, T. (1958) the Dangers of Social Responsibility. Harvard Business Review, Sep/Oct:pp.41-50.
1黎友焕,叶祥松.国外企业社会责任研究综述.经济学动态[J].2007,5.
2 Mulligan, T. (1986) A Critique of Milton Friedman's Essay 'The Social Responsibility Of Business Is To Increase Its Profits'. Journal of Business Ethics,11(5):pp.265-269.
3 Burchell, J. (2008) the Corporate Social Responsibility Reader. Abingdon:Routledge, p.81.
4 Andrew, K. R. (1973) Can the Best Corporations Be Made Moral? Harvard Business Review,3-6:pp.57-64.
5 Davis, K., and Blomstrom, R.L. (1975) Business and Society.3 rd ed. New York:McGraw-Hill.
6 Epstein, E. M. (1987) the Corporate Social Policy Process:Beyond Business Ethics, Corporate Social Responsibility and Corporate Social Responsiveness. California Management Review,29 (3):pp.99-114
7 Torres, A., Bijmolt, T. H.A., Tribo, J.A., and Verhoef, P. (2012) Generating Global Brand Equity Through Corporate Social Responsibility to Key Stakeholders. International Journal, of Research in Marketing,29:pp. 13-24.
1 Vallaster, C., Lindgreen, A. and Maon, F. (2012) Strategically Leveraging Corporate Social Responsibility:a Corporate Branding Perspective. University of California,54 (3):pp.34-60.
2刘凤军,王镠莹.略论企业社会责任与品牌影响力.市场营销导刊[J1,2007(2)：pp.16-20.
3 Aaker, D.A. (1996b) Measuring Brand Equity across Products and Markets, California Management Review,38 (spring):pp.102-20.
1贾俊平,何晓群,金勇进.统计学[M].人民大学出版社,2007,pp.23-24.
2同上。
1曾五一、黄炳艺.调查问卷的可信度和有效度分析.统计与经济论坛[J].2005,11.
1曾五一、黄炳艺.调查问卷的可信度和有效度分析.统计与经济论坛[J].2005,11.
2库珀和辛德勒(美)著.郭毅,詹志俊主译.(2006).《商业研究方法》.人民大学出版社,第七版.
[1]黎友焕,叶祥松.国外企业社会责任研究综述[J].经济学动态.2007,5.
[2]李正.企业社会责任与企业价值的相关性研究-来自沪市上市公司的经验证据[J].中国工业经济.2006,2
[3]刘凤军,王缪莹.略论企业社会责任与品牌影响力[J].市场营销导刊.2007,2
[4]赵映云.企业社会责任与雇主品牌塑造[J].企业经济.2006,12
[5]陈留彬.中国企业社会责任理论与实证研究[D].山东大学.2006
[6]谢军.品牌竞争力与企业社会责任[A].中国医药卫生行业社会责任红皮书.2009.
[7]刘凤军,李敬强,李辉.企业社会责任与品牌影响力关系的实证研究[J].中国软科学.2012,1
[8]郭淑宁.论企业社会责任与品牌建设的互动关系[J].商业时代.2009,24
[9]张晨.企业社会责任与企业品牌价值[J].思想政治工作研究.2011,4
[10]许正良,温炎,马欣欣.企业履行社会责任对品牌提升的影响作用探析[J].现代管理科学.2012,3
[11]林波,杜娟,赵钧,蒋安丽,朱钢华,罗曙辉,周泽星.责任品牌：企业竞争新要素[J].WTO经济导刊.2011,2
[12]于颖.基于企业社会责任的品牌建设研究[J].江苏商论.2011,5
[13]范红.社会责任是造就品牌企业的基石[J].WTO经济导刊.2011,2
[14]罗龙飞,崔晓莉,蒋咏燕.基于企业社会责任视角的品牌信任研究[J].现代企业文化.2011,12
[15]菲利普.科特勒,凯文.莱恩.凯勒.营销管理[M].格致出版社、上海人民出版社,2005.
[16]Banerjee, S.B. Corporate Social Responsibility:The Good, the Bad and the Ugly [M]. Cheltenham:Edward Elgar Publishing Limited,2007.
[17]Donaldson, T. and Preston, L. E. The Stakeholder Theory of the Corporation:Concepts, Evidence, and Implications [J]. The Academy of Management Review.1995.20(1):65-91.
[18]Elkington, J. Partnerships from Cannibals with Forks:The Triple Bottom Line of 21st-century Business [J]. Environmental Quality Management.1998,8(1):37-51.
[19]Friedman, A.L. and Miles, S. Developing Stakeholder Theory [J]. Journal of Management Studies.2002,39(1):1-21.
[20]Friedman, M. The Social Responsibility of Business Is to Increase Its Profits [J]. The New York Times Magazine.1970,9(13).
[21]Bowen, R.H. Social Responsibilities of the Businessman [M]. New York:Harper and Borthers,1953.
[22]Henriques, A. and Richardson, J. The Triple Bottom line, Does It All Add Up? Assessing the Sustainability of Business and CSR [M]. Sterling, VA:Earthscan Publications,2004.
[23]Ingram, R.W. and Frazier, K.B. (1980) Environmental Performance and Corporate Disclosure [J]. Journal of Accounting Research.1980,18(20):614-622.
[24]Kakabadse, A. and Kakabadse, N. CSR in Practice:Delving Deep [M]. Basingstoke:Palgrave Macmillan,2007.
[25]Kapferer, J. The New Strategic Brand Management:Creating and Sustaining Brand Equity Long Term [M]. London:Kogan Page,2008
[26]Keller, K. L. Building Customer-Based Brand Equity. Marketing Management [J]. 2001,10(2):14-19
[27]Macdonald, K. and Marshall, S. Fair Trade, Corporate Accountability and Beyond: Experiments In Globalizing Justice [M]. GB:Ashgate,2010.
[28]Me William, G. Why CSR is good for brands? Management Today [J].2011,(5):69
[29]Paul, S. R, Alan S. D. and Arun K. J. Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality[J]. Journal of Marketingl994,(10):28-36.
[30]Urip, S. CSR Strategies:Corporate Social Responsibility for a Competitive Edge in Emerging Markets [M]. Hoboken:Wiley,2010.
[31]Werther, W. B. and Chandler, D. Strategic Corporate Social Responsibility As Global Brand Insurance[J]. Business Horizons.2005, (48):317-324.