摘要
在买方主导市场的今天,名牌产品成为卖方吸引并留住顾客、赚取高利润的最有力的武器。然而名牌产品的产生却要以名牌企业的建设为基础,名牌企业才是名牌产品的摇篮。如何通过建设企业品牌,增强企业竞争力,使企业持续发展,是国内许多企业共同面临的问题。国内外许多知名企业的发展事实表明,企业文化是建设企业品牌的前提和基础,只有基于企业文化来建设企业品牌才能够获得最终成功。
In buyers dominant market,well-known brand is the most powerful weapon for sellers to attract and retain customers,and to earn high profits.Yet,the producing of well-known brand products is based on the construction of well-known brand corporation,well-known brand corporation is the cradle of well-known brand products.How to enhance the competitiveness of enterprises and make it develops continuously by constructing well-known brand corporation is concerned by many domestic corporations.The development experience of many domestic and foreign well-known brand corporations indicates that the Corporate Culture is the base of the Corporate Brand,the success of its building can get only when it based on the Corporate Culture.
出处
《改革与战略》
北大核心
2010年第11期148-151,共4页
Reformation & Strategy
关键词
企业文化
产品品牌
企业品牌
品牌文化
corporate culture
product brand
corporate brand
brand culture
