| 以战略行动推动新创企业公司品牌构筑——以四川嘉熙实业有限公司及谭鱼头股份有限公司个案比对为例 |
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| 引用本文： | 张黎明,杨沁心,胡豪.以战略行动推动新创企业公司品牌构筑——以四川嘉熙实业有限公司及谭鱼头股份有限公司个案比对为例[J].管理案例研究与评论,2011,4(2):112-120. |
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| 作者姓名： | 张黎明 杨沁心 胡豪 |
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| 作者单位： | 四川大学工商管理学院; |
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| 摘 要： | 公司品牌在如今的企业竞争中扮演着日益重要的角色,因此也亟须深入的有关企业战略行动与公司品牌关系的研究,尤其是新创企业如何通过战略行动来构建公司品牌已成为该领域的一个重要问题.本文通过对嘉熙和谭鱼头两家企业的案例研究,对比分析了新创制造企业和服务企业的公司品牌管理,发现企业战略行动会推动公司品牌建设,而新创企业公司品牌的...
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| 关 键 词： | 新创企业 公司品牌 战略行动 |
Promote Corporate Brand Building for Newly Established Businesses through Strategic Action——Based on the Comparative Case Studies of Sichuan Jiaxi Industrial Co., Ltd.and Tanyutou Co., Ltd. |
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| ZHANG Li-ming,YANG Qin-xin,HU Hao.Promote Corporate Brand Building for Newly Established Businesses through Strategic Action——Based on the Comparative Case Studies of Sichuan Jiaxi Industrial Co., Ltd.and Tanyutou Co., Ltd.[J].Journal of Management Case Studies,2011,4(2):112-120. |
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| Authors: | ZHANG Li-ming YANG Qin-xin HU Hao |
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| Institution: | ZHANG Li-ming1,YANG Qin-xin2,HU Hao3(School of Business Administration,Sichuan University,Chengdu 610041,China) |
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| Abstract: | Corporate brand plays an increasingly important role in enterprise competition.Therefore,further research needs to be done on the relationship between strategic action and corporate brand,in particular,how to build corporate brand through strategic action for newly established businesses.Based on the comparative case studies of Jiaxi Industrial Co.,Ltd.and Tanyutou Co.,Ltd.,this paper analyzes the corporate brand management of newly established manufacturers and service enterprises,drawing the conclusion th... |
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| Keywords: | newly established businesses corporate brand strategic action |
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