A Study On Brand Management Based On CSR For Duzhe Publishing And Media Corporation

In 40 years of reform and opening-up,China's rapidly economic,cultural and social development,the competition between the enterprises is gradually being diversified situation,more and more enterprise in creating profits,to grow at the same time,actively take on employees,consumers,environment,social public welfare undertakings and other aspects of social responsibility,in order to shape the corporate brand image,condensation spreading brand culture,build contact with consumers,promote overall brand value,so as to obtain more competitive advantage and strategic interests.Publishing enterprises not only have the economic attribute,but also have the attribute of carrying the social thought and culture inheritance.It is the natural unity of economic responsibility and social responsibility.Today's traditional publishing enterprises in the face of the digital technology upgrading,copyright management challenges,knowledge such as payment mode under the condition of a variety of challenges and opportunities coexist,how to correctly fulfilling corporate social responsibility,improve enterprise brand awareness and reputation,realizes the enterprise and win-win overall social practice is still in exploring stage,many problems still exist.The research on corporate social responsibility and corporate brand management in China started late and lags far behind developed countries in both theory and practice.On the one hand,many enterprises regard profit maximization as their only goal,regardless of the damage to social interests in order to achieve commercial interests.On the other hand,there are also many companies uphold the "selflessness" in Chinese traditional culture,the advantages of the many of the exploration practice in corporate social responsibility,but because of the lack of long-term strategic perspective,detail tracking does not reach the designated position,lack of innovative practice form,nor will they combined with the enterprise brand construction,leading to the enterprise society responsibility construction only stay in pure dedication level,and to corporate social responsibility performance of the combined with the enterprisebrand management,can neither realize the enterprise brand reputation,loyalty,preference,such as growth,cannot bring enterprise actual returns more benefits.This paper,taking DUZHE magazine as the research object,through content analysis,case analysis,the study on Duzhe Publishing and Media Corporation director,issued the DUZHE magazine based on the brand management of corporate social responsibility and conditions,current situation and existing problems,the cause of the problems are analyzed respectively,finally put forward the corresponding countermeasures and Suggestions,and on this basis,this article research conclusion.Not only can help solve the DUZHE magazine is facing further polishing,enhance brand value,drive magazine transformation and rapid development of the overall problem,also can provide reference for other publishing companies,are more trying to get rid of the dilemma in the current domestic traditional print media industry to provide new possible solving strategy,to promote the development of China's publishing industry towards a new level.