Research On The Effects Of Corporate Social Responsibility On Industrial Brand Value

In the context of increasingly competitive globalization,fulfilling social responsibility,establishing a good reputation and improving brand value have become an important strategy for an enterprise to gain competitive advantage over others.Corporate social responsibility requires a certain resource and cost.It is a question whether it is advantageous for whose target is to obtain benefits.We select the perspective of industrial brand marketing to research the relationship between CSR and industrial brand value.And trying to provide some reference for later researchers.The purpose of this paper is to discuss the relationship between Corporate Social Responsibility(CSR)and industrial brand value.Firstly,the researches,in domestic and abroad,about relationship between CSR and brand value are summarized.Correlation between CSR and industrial brand value is demonstrated.Correlation model about CSR and industrial brand value is built.Then,learning from previous research results,and based on the stakeholder theory,in this paper,CSR is specified into 7 aspects: to shareholders,to creditors,to customers,to employees,to suppliers,to government,and commonweal.And then use financial data of listed companies between 2012-2017 years and the ranking data of "China 500 most valuable brands" which released by the World Brand Lab,quantify analysis corporate social responsibility.The paper also use correlation analysis,regression analysis and other methods to verified the quantitative relationship between them.The results revealed that:? In seven aspects of CSR,there was a positive correlation between fulfill the responsibility to customers,government,employees and build industrial brand value.?There is time delay about the effect of CSR on brand value.?The construction of industrial brand is a systematic project,which request strategy thinking,Comprehensive planning and active promotion.Industrial brand set up should be accumulated step by step.Finally,some suggestion about aspect of CSR are provided.A new industry brand marketing strategy model-3V4 P model is set up,combining CSR and brand marketing.It is hoped that the 3V4 P model can provide new direction for enterprise operation and innovation,enhance brand value and form market competitive advantage.