基于身份认同理论的国有企业品牌建设问题及思考

发布时间：2018-05-07 20:55

本文选题：身份认同 + 国有企业　；参考：《品牌研究》2016年01期

【摘要】：国有企业在品牌建设方面要么缺乏足够重视,要么对自身品牌形象的把握不到位,根源在于国有企业自身角色定位的模糊或缺失,这容易导致国有企业在品牌传播中的盲点。提出身份认同理论对国有企业的品牌建设工作意义重大。认为基于身份认同理论视角,国有企业正从单一的身份中脱离出来,朝着更加多元化的方向发展,企业的性质也正逐渐从"特殊性"向"普遍性"慢慢转移。剖析国有企业身份认同的特殊性与其品牌建设的现实需求之间的矛盾;创造性地将国有企业的身份属性划分为9种,并就如何从身份认同的角度加强国企品牌建设给出了相应的建议。
[Abstract]:The state-owned enterprises either lack enough attention to brand construction or do not grasp their own brand image. The root is the ambiguity or lack of role orientation of state-owned enterprises, which easily leads to the blind spot of state-owned enterprises in brand communication. The theory of identity is of great significance to the brand building of state-owned enterprises. From the perspective of identity theory, the state-owned enterprises are moving from a single identity to a more diversified direction, and the nature of the enterprise is gradually shifting from "particularity" to "universality". This paper analyzes the contradiction between the particularity of the identity of the state-owned enterprise and the realistic demand of its brand construction, and creatively divides the identity attribute of the state-owned enterprise into nine kinds. It also gives some suggestions on how to strengthen the brand construction of state-owned enterprises from the angle of identity.
【作者单位】：北京工商大学艺术与传媒学院;
【分类号】：F276.1;F273.2

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