| 基于企业文化的品牌传播研究 |
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| 引用本文： | 刘晓英. 基于企业文化的品牌传播研究[J]. 经济问题, 2008, 341(1): 69-71 |
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| 作者姓名： | 刘晓英 |
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| 作者单位： | 华南理工大学,新闻与传播学院,广州,510006 |
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| 摘 要： | 品牌传播关注外部效应,企业文化注重内部管理,两者看似不相关,但在企业发展的过程中,一定要达成相互统一,这样才能通过平衡外部效应与内部管理之间的关系,有效地拉动企业成长.在分析了企业文化对品牌传播理念、品牌传播实体和品牌传播行为的影响后,提出了基于企业文化的品牌传播流程.
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| 关 键 词： | 品牌 品牌传播 企业文化 |
| 文章编号： | 1004-972X(2008)01-0069-03 |
| 修稿时间： | 2007-11-15 |
Study on Brand Communication Based on Corporate Culture |
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| LIU Xiao-ying. Study on Brand Communication Based on Corporate Culture[J]. On Economic Problems, 2008, 341(1): 69-71 |
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| Authors: | LIU Xiao-ying |
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| Affiliation: | LIU Xiao-ying(School of Journalism , Communication,South China University of Technology,Guangzhou 510006,Chnia) |
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| Abstract: | It looks that brand communication and corporate culture has no significant relationship.Because brand communication pays attention to external adaptation and corporate culture emphasizes internal effectiveness.But the enterprise can achieve better performance through balancing external adaptation and internal effectiveness.This paper analyzes the influence of corporate culture on brand communication philosophy,brand communication entity and brand communication behavior and puts forward the process of brand ... |
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| Keywords: | brand brand communication corporate culture |
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