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责任助推品牌:恒大的凯泽斯劳滕神话
更新日期:
2015/7/1
作者:
高菲王世权
页数:
13 页
发布年份:
2015 年
公司:
恒大集团
国家:
中国
类型:
案例
课程:
商业伦理战略
行业:
房地产业
议题:
相关方沟通管理企业可持续竞争力
关键词:
利益相关者企业社会责任品牌价值凯泽斯劳滕

中文摘要:恒大作为成立于1996年的一家地产企业,在历经了近二十年的风雨变幻后,已由原来一家名不见经传的小公司发展成为集多种产业为一身,具有较高知名度的特大型企业集团。恒大品牌价值快速增长的转折点也正是在2010年介入中国足球之后。尽管有人将其视为“体育营销”的典范,也有人将其解读为“足球政治”,但背后的责任承担行为也不容忽视。更为重要的是,恒大的这一责任承担行为极大地提升了恒大品牌价值,这种以责任承担来助推品牌建设的经验非常具有代表性。本案例将以恒大足球发展为主线,全面展示恒大足球从创设至今,各个发展阶段恒大的责任履行行为,以及恒大品牌所展现出来的特征,诠释其“责任—品牌—效益—责任”良性循环的背后故事。旨在企业社会责任履行、品牌建设等角度引导学员判断、思考和分析企业社会责任的现实表现以及责任承担对于公司品牌建设的重要性等问题,同时也给其它企业的社会责任管理与品牌建设提供有价值的参考。

英文摘要:As a real estate enterprise founded in 1996, Evergrande, experiencing nearly two decades changes, has increased from a little-known company to a largest conglomerate which is involved in a variety of industries and has great reputation. It was in 2010 that Evergrande entered into the China football industry, since when its brand value has grown rapidly. Although this behavior is considered as "sports marketing" by some people and “football politics” by some others, its responsibility bearing can not be ignored. More importantly, the responsibility bearing behavior helps Evergrande greatly enhance its brand value. It is a representative experience that responsibility boosts brand building. This case will take Evergrande football development as the main line, display how Evergrande undertook its responsibility at different development stages,analyze its brand characteristics, and tell the story behind the virtuous circle of "Responsibility - Brand - benefit - responsibility". It aims to guide students to judge, think about and analyze related questions on actual performance of corporate social responsibility and importance of responsibility bearing to brand building from the perspectives of responsibility bearing and brand building. It also intends to provide some valuable references on social responsibility management and brand building.

                                                                       

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