企业文化对品牌营销的影响分析

发布时间：2018-04-27 07:19

本文选题：企业文化 + 品牌营销　；参考：《华中科技大学》2009年硕士论文

【摘要】： 松下公司的创始人松下幸之助提出,企业经营要回答的问题是:企业是为了什么而存在?企业的真正使命是什么?企业要健康的发展,就要树立健康的经营理念。时至今日,松下已经成为全球知名品牌之一,松下幸之助的企业也一直在围绕着他所提出的两个问题在不断发展。松下在市场营销领域的成功背后有深厚的企业文化支撑,松下品牌经营的成功是其企业文化的张扬和体现。而中国制造的产品虽然已经走向世界,中国制造业的价值创造能力却并不强,没有形成世界级的著名品牌,并且近年质量和环境安全问题接连不断发生,“中国制造”有成为低质廉价品代名词的危险。品牌忠诚度的提高除了技术因素以外,企业文化也是打造品牌的主要手段。松下品牌成功经营的启示和我国品牌营销中存在的问题促成本论文选择从企业文化入手研究品牌营销问题。本文研究了企业文化与品牌营销的关系,并尝试结合实际案例分析企业文化对品牌营销的影响,并提出了我国企业通过企业文化提升品牌营销能力的建议。论文首先简要介绍了企业文化对品牌营销的影响研究背景及现状,分析企业文化与品牌营销的关系,继而从企业文化角度阐述了品牌营销各项内容。在分析研究了企业文化和品牌营销的相关关系后,论文以松下公司为对象分析了其企业文化对品牌营销的成功影响。最后论文得出研究结论和提出相关建议。本文是从企业文化的四个层面(精神、行为、制度、物质)来分析企业文化对品牌营销的影响,涉及品牌营销的主要内容和过程,这种研究角度具有一定创新。本论文的研究对我国企业的品牌建设和管理是具有一定现实意义和应用价值的。
[Abstract]:Mr. Matsushita Konosuke, the founder of Panasonic, says the question to answer is: what does a business exist for? What is the real mission of an enterprise? The enterprise wants the healthy development, must establish the healthy management idea. Today, Panasonic has become one of the world's leading brands, and Matsushita Konosuke's business has been evolving around two of his questions. Panasonic's success in the field of marketing is supported by deep corporate culture, and the success of Panasonic's brand management is the publicity and embodiment of its corporate culture. Although the products made in China have already gone global, the value creation ability of China's manufacturing industry is not strong, it has not formed a world-famous brand, and in recent years, problems of quality and environmental safety have occurred one after another. "made in China" risks becoming a synonym for cheap and low quality goods. In addition to technical factors, corporate culture is also the main means of brand building. The enlightenment of Panasonic's successful brand management and the existing problems in brand marketing in our country make this thesis choose to study brand marketing from the perspective of corporate culture. This paper studies the relationship between corporate culture and brand marketing, and tries to analyze the influence of corporate culture on brand marketing in combination with practical cases, and puts forward some suggestions on how to promote brand marketing ability by enterprise culture in our country. Firstly, this paper briefly introduces the research background and current situation of the influence of corporate culture on brand marketing, analyzes the relationship between corporate culture and brand marketing, and then expounds the contents of brand marketing from the perspective of corporate culture. After analyzing the relationship between corporate culture and brand marketing, this paper analyzes the successful influence of Panasonic's corporate culture on brand marketing. Finally, the paper draws the conclusion of the study and puts forward relevant suggestions. This paper analyzes the influence of corporate culture on brand marketing from four aspects of corporate culture (spirit, behavior, institution and substance), which involves the main content and process of brand marketing. The research of this thesis has certain practical significance and application value to the brand construction and management of our country's enterprises.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F270;F274

【引证文献】