品牌化对社会的积极影响

本文关于国际品牌及社会及论题方面的免费优秀学术论文范文，国际品牌类有关论文范文文献,与品牌化对社会的积极影响相关电大毕业论文范文，对不知道怎么写国际品牌论文范文课题研究的大学硕士、本科毕业论文开题报告范文和文献综述及职称论文的作为参考文献资料下载。

摘 要 ：近年来,品牌无处不在,对人们的生活也有着或多或少的影响.本文将首先解释了为什么跨国公司对社会的影响是当今一个受欢迎的论题,然后说明了国际品牌总的来说对人们的生活产生了积极的影响,并以沃尔玛和耐克公司为例论证了该观点.

关 键 词 ：国际品牌 社会影响 经济

Abstract：In recent years, brands are everywhere and he some influence on people’s lives more or less. This essay will first explain why the social impact of multi-national panies is a popular issue nowadays, then demonstrate that international brands he a predominantly positive impact on people’s lives and support the position using Wal-Mart and Nike as examples.

Keywords：international brands social impact economy

Nowadays, as the battle for customers exacerbates increasingly, a strong brand may be invaluable for a pany. Consequently, the topic of brand has drawn many socialists' focuses and aroused a heated debate about its advantages and disadvantages. The article postulates that it is significant for corporations to devote themselves to researching, defining, and building their own brands in terms of brands’ immeasurable functions.

There are many reasons for multi-national panies being so popular an issue. Firstly, these panies can show the health of economy （Ahamd 2003, p.171）. Secondly, brands are the final guarantee to make panies accountable （Ahamd 2003, p.174）. Thirdly, international panies employ many employees and many panies he been created by the unemployed people or those who made up their mind to do something on their own terms that showing their own values （Dies 2004, p.21）. In addition, as Schifferdecker （2010） pointed out large panies he a huge influence on society with environmental initiatives. As businesses actively seek environmental options, such as wind power, solar power, and vehicles that use alternative fuels, such ideals may bee increasingly more ailable and affordable for public use. Moreover, multinationals are the Achilles heel of globalization （Ahamd 2003, p.181）.

Big panies provide people with a lot of jobs. By giving them the chance to concentrate on their long-term financial health, society can maintain a long-term source of jobs, investments and tax revenue （Ahamd 2003, p.175）.For example, Nike’s and others’ investment in labour-standards directing in the factories in developing countries is a good way to guarantee at least that their workers are protected （Doane 2003, p.192）. Ahamd （2003） claimed that since Nike built a third-party-run factory in Samyang, employing 5,200 people in 1995, it has made an economic hot spot, which has spread under its own factory as other panies there he been pushed to pete for workers. However, some panies take certain degree of exploitation for staff according to economic pressure. Doane （2003） implies that there is a huge difficulty to trying to manage 700 factories employing 500,000 people in the world. It makes the brand itself at risk, as activists insist to find out bad working environment, whether in suppliers’ factories or their suppliers’ factories. Besides, from China to Bangladesh to the Dominican Republic, Wal-Mart’s record of labor violations is abyally high. And their audits of factories, owing to tricks factory owners try to hide real working conditions, are neither succesul in stemming the problem, nor address its root： the economic pressure Wal-Mart puts on suppliers to slash prices to the bone, resulting in low wages, too much overtime and physical abuse and thwarting workers’ attempt to unionize （Wal-Mart Watch 2007, p.1）. Adjusting for Wal-Mart’s distribution reduces the erage salaries in the retail sector by 2.6%, reflecting Wal-Mart’s focus on lower-paying states （Wertheim 2005, p.1）.

It is obvious that through decades, multinational panies can show the growth of economy. The more brands the more petition, more people will benefit from it. Ahmad （2003） reported that the petition make things better, cheaper and cleverer, and push the economy to grow. Hing a lot of brands around indicates that the economies people live in are petitive and open. In reality, Starbucks has sed a dying industry, not ruined a nice existing one. In America, Starbucks has changed a decrease in the consumption of coffee outside the home, doubling the sales volume since the mid-1980s. Their concentration on concentration on quality and service has pushed local panies to match or beat it to stay in business. As a result, independent coffee shops are both developing rapidly and booming （Ahamd 2003, p.172）. Additionally, the impact of Wal-Mart on the American economy is even greater. Better control on the retail giant may played a bigger role in America’s productivity miracle of the late 1990s than the huge increase in investment in the technology of information （Ahamd 2003, p.173）.

Many international panies go green or develop environmental initiatives in a number of ways. As Schifferdecker （2010） mentioned that businesses actively seek environmental options, such as wind power, solar power, and vehicles that use alternative fuels, such options may bee increasingly more ailable and affordable for public use. Large panies he a big influence on society with environmental initiatives. In 2007, JCPenney, Kohl's, Macy's, and Best Buy all opened eco-friendly stores with such features as solar panels, recycled carpets, and anic paint. Wal-Mart is also opening eco-friendly stores featuring recycled materials and low-flow sensors on faucets. As the world's largest retailer, Wal-Mart’s impact on society is particularly large （Schifferdecker 2010, p.1）. In 2005, Wal-Mart famously made a mitment to realize three ambitious long-term environmental goals： to produce zero waste, to be powered by renewable energy and to make more “environmentally-preferable” products. On February 1, 2007, Wal-Mart unveiled its pany-wide emphasis ‘Sustainability 360’ on environmental sustainability （Annie 2010, p.1）.

This article has pointed out that there are several reasons why branding has bee a worldwide problem. These include showing the situation of economy, making panies accountable, providing lots of jobs and hing influence on the environment. Even though multinationals may he some defects, they can create many jobs, stimulate the growth of economy, take the duty to build an environmental-friendly society, and so on. Concerning about so many good points for branding, we can not doubt that branding is a mainly good phenomenon in the society in conclusion.

Reference：

[1]Dies J. Corporate Resistance [J].Design Week, 2004-2-19