随着全球经济一体化的进程，实现企业的可持续发展正在成为各方共识，以 社会责任和企业公民义务为核心的品牌战略正在成为继人才、资金和技术之后新 的竞争要素。责任品牌建设正在成为企业新的价值诉求，不仅表现为企业建立可 持续运营新的模式和目标，同时也表现为与利益相关方的多方共赢和共同发展， 责任品牌建设正在成为中国企业品牌建设实现弯道超车的新路径。 作为国内大型央企，国家电网福建电力公司于2006年启动品牌建设工作， 开创了公用事业企业品牌建设的先河。国家电网福建电力公司强调品牌建设是深 化公司内质外形建设的基础，明确提出建设“世界一流电网”和“国际一流企业” 相匹配的“全球一流品牌”的品牌定位，为做强、做优国家电网福建电力公司提 供保障。努力与政府、媒体及意见领袖、社会公众等利益相关方之间建立起基于 价值认同的信任关系。 本文主要是通过验证国家电网福建电力企业社会责任与企业认同、品牌价值 之间的相互关系，了解企业社会责任活动对品牌价值的影响，将能够有效提升品 牌价值的要素直观的呈现出来，通过探讨国家电网福建电力社会责任对品牌价值 的影响，从而构建国家电网福建电力品牌提升策略。首先将有关社会责任、企业 认同和品牌价值理论的国内外研究文献进行了系统梳理，提出了社会责任为因变 量，经济责任、社会责任、环境责任为自变量，企业认同为中介变量的研究框架。 通过设计问卷对国家电网福建电力的各利益相关方进行了调查，对收集的数据对 假设进行实证测试，研究结果表明社会责任与企业认同、品牌价值之间存在正相 关的关系。 通过研究企业社会责任的本质，企业品牌价值的内涵，本文提出了基于社会 责任的国家电网福建电力品牌提升策略，并指出国家电网福建电力积极履行社会 责任可以增强企业认同，进而提升品牌价值，这也为探索公共事业企业履行企业 社会责任提供了新的思路。 关键词：利益相关方，社会责任，企业认同，品牌价值 MBA学位论文 作者：王冰 国家电网福建电力社会责任对品牌价值影响的实证研究 II Research on Brand Value through Corporate Social Responsibility to Stakeholders of State Grid Fujian Electric Power Company Abstract With the process of global economic integration, the realization of sustainable development of enterprises is becoming a consensus. The brand strategy with social responsibility and citizen obligations as the core is becoming a new competitive factor after talent, capital and technology. Responsibility brand building is becoming new value appeals for enterprises, not only for the establishment of new models and goals for sustainable operation, but also for multi-win and common development with stakeholders. Responsibility brand building is becoming new directions for Chinese enterprises. State Grid Fujian Electric Power Company started its brand building in 2006, and was the first in the public sector. It emphasizes that brand building is the basis for deepening the company's internal quality structure, and proposes to build a “world-class grid” and “world-class enterprise” matching the “global first-class brand” , in order to strengthen and improve the assurance. And it has established a trust relationship based on value recognition with the government, media, opinion leaders and the public. This paper mainly examines the relationship between social responsibility, identity and brand value of State Grid Fujian Electric Power Company, demonstrates the impact of social responsibility activities on brand value, and presents the elements that can effectively enhance brand value in an intuitive way. The impact of social responsibility on brand value builds the brand promotion strategy. Firstly it combs systematically the domestic and foreign research literature on social responsibility, identity and brand value theory. Secondly it puts forward the frame of social responsibility which considers the dependent variability, economical, social and environmental responsibility as independent variables, and enterprise identification as the intermediary variable. Through the design of the questionnaire, the stakeholders of the State Grid Fujian Electric Power Company have been surveyed, and the collected data are tested empirically. The results show that there is a positive correlation between MBA学位论文 作者：王冰 国家电网福建电力社会责任对品牌价值影响的实证研究 III social responsibility and brand value. By studying the essence of corporate social responsibility and the connotation of brand value, this paper proposes the brand promotion strategy based on social responsibility, and points out that the active implementation of social responsibility can enhance identity and thus enhance brand value. The implementation of social responsibility provides new ideas. Keywords: Stakeholders，Corporate Social Responsibility，Corporate Identity， Brand Value MBA学位论文 作者：王冰 国家电网福建电力社会责任对品牌价值影响的实证研究 IV 目 录 中文摘要 ................................................................................................... I Abstract .................................................................................................. II 第一章 绪 论......................................................................................... 1 1.1 背景和意义 ................................................................................................... 1 1.1.1 研究背景 ................................................................................................ 1 1.1.2 研究意义 ................................................................................................ 2 1.2 研究内容和方法 ........................................................................................... 2 1.2.1 研究内容 ................................................................................................ 2 1.2.2 研究方法 ................................................................................................ 3 1.2.3 研究创新点 ............................................................................................ 3 1.2.4 本研究的技术路线 ................................................................................ 4 第二章 文献综述 .................................................................................. 5 2.1 利益相关方概念及相关理论 ....................................................................... 5 2.1.1 利益相关方的概念 ................................................................................ 5 2.1.2 利益相关方的利益要求 ........................................................................ 6 2.2 企业社会责任概念及相关理论 ................................................................... 7 2.2.1 社会责任的概念 .................................................................................... 8 2.2.2 利益相关方理论与社会责任理论的关系 ............................................ 9 2.3 企业认同概念及相关理论 ......................................................................... 10 2.3.1 企业认同的概念 .................................................................................. 10 2.3.2 企业社会责任与企业认同的关系 ...................................................... 12 2.4 品牌价值的概念及相关理论 ..................................................................... 13 2.4.1 品牌价值的概念 .................................................................................. 13 2.4.2 企业认同与品牌价值的关系 .............................................................. 14 2.4.3 企业社会责任与品牌价值的关系 ...................................................... 15 MBA学位论文 作者：王冰 国家电网福建电力社会责任对品牌价值影响的实证研究 V 第三章 国家电网福建电力社会责任对品牌价值影响模型的构建与 假设 ................................................................................................. 17 3.1 理论模型及研究框架 ................................................................................. 17 3.1.1 国家电网福建电力品牌价值基本研究框架 ...................................... 17 3.1.2 国家电网福建电力品牌价值理论模型 .............................................. 18 3.2 模型构建的基本假设 ................................................................................. 20 3.2.1 社会责任与品牌价值提升之间的关系假设 ...................................... 20 3.2.2 关于社会责任与企业认同之间的关系假设 ...................................... 20 3.2