基于企业文化的企业品牌建设研究

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。

Study on Corporate Brand Building Based on Corporate Culture

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.