品牌构建是提升产品竞争力的重要手段。品牌构建首先是做好质量和服务,还要持续诚信,处理好公众关系,再就是做好营销传播,讲究传播伦理。企业为了获利更多,会出现不诚信、人为制造差异使阶层差距拉大、缺少底线以及自身不一致等伦理问题。针对这些,企业品牌构建中需要认识到他者与环境的重要性、维系好与公众的关系,讲究伦理道德;媒体需要更好地履行把关责任;政府要创设完善的信用监督机制;公众要提高自身批判力。 Brand building is an important means to enhance the competitiveness of products. Brand building is the first to do a good job of quality and service, but also continue to be honest, handle public relations, and then there is a good marketing communication, pay attention to communication ethics. In order to make more profits, enterprises may face ethical issues such as dishonesty, man-made differences that widen social strata, lack of bottom line and their own inconsistency. In view of these, the enterprise brand construction needs to recognize the importance of the other and the environment, maintain the relationship with the public and pay attention to ethics; the media need to fulfill the duty of responsibility; the government should establish a sound credit supervision mechanism; and the public should improve Self-criticism.