商业文化对品牌市场定位的影响分析

发布时间：2018-04-21 22:44

本文选题：商业文化 + 品牌市场定位　；参考：《商业经济研究》2016年10期

【摘要】：经济的快速发展带来我国商业的日渐繁荣,企业的营销也从注重商品本身转向与注重企业品牌本身的经营,侧面反映出企业对于自己品牌市场定位给予了更多的关注。一个企业的品牌市场定位对于其市场份额的稳定至关重要。与此同时,企业的商业文化对于一个企业的发展更是不可或缺,企业文化不仅是企业核心竞争力的所在,而且企业文化能够增强企业活力,让企业在激烈的市场竞争中更好地生存和发展,是企业成功与否的关键因素之一。而且,通过研究发现商业文化与企业品牌市场定位两者之间存在一定的影响作用。笔者希望通过本文对两者关系的探讨和研究能够得出两者之间存在的影响作用,以加深对企业商业文化以及企业品牌市场定位的理解和运用,从而进一步提高企业经济效益。
[Abstract]:The rapid development of economy brings the prosperity of our country's commerce day by day, the marketing of the enterprise also changes from focusing on the commodity itself to paying attention to the management of the enterprise brand itself, which reflects that the enterprise has paid more attention to the market orientation of its own brand. The brand market positioning of an enterprise is crucial to the stability of its market share. At the same time, the business culture of the enterprise is indispensable for the development of an enterprise. The corporate culture is not only the core competitiveness of the enterprise, but also the enterprise culture can enhance the vitality of the enterprise. It is one of the key factors for enterprises to survive and develop in the fierce market competition. Furthermore, it is found that there is a certain influence between business culture and brand market positioning. The author hopes that through the discussion and study of the relationship between the two, the influence between the two can be obtained, in order to deepen the understanding and application of the business culture and the market positioning of the enterprise brand, so as to further improve the economic benefits of the enterprise.
【作者单位】：郑州财经学院;
【分类号】：F274

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