企业文化构筑中国企业品牌竞争力

发布时间：2018-12-21 12:17

【摘要】： 品牌文化是近年来企业文化研究领域所探讨的新问题。品牌是民族文化的象征,它与民族传统文化紧紧相连,凝聚着本民族深刻而丰富的文化内涵。中国企业在品牌建设方面能够做到经典的屈指可数,原因就在于没有将品牌上升到文化的层次。本文围绕中国企业的品牌文化建设,从品牌文化的内涵着手,研究了国外品牌的发展过程中对品牌文化的重视与运用,通过对其品牌建设策略的研究,探讨了它们是如何打入中国市场并占有一席之地的。同时分析了中国品牌发展的历史与现状,指出中国品牌发展较为滞后的原因及品牌文化建设中存在的某些误区。接下来,分析了中国企业实施品牌战略的优劣方面,对海尔及联想这两大本土品牌的国际化战略进行了研究,提出了中国企业品牌文化战略的国际化构思。最后,文章对入世后中国企业品牌文化建设发展展开了前景展望,提出中国企业品牌建设适应世界经济一体化的途径,为思想政治教育工作在企业领域的发展寻找了契机,把握了结合点。本文在总结国内外学者研究成果的基础上,对品牌文化的体系构建和国际化构思进行了论证,提出了品牌建设领域中应受关注的新问题,使文章具有较强的理论创新性。
[Abstract]:Brand culture is a new problem in the field of corporate culture research in recent years. Brand is the symbol of national culture. It is closely linked with traditional culture and condenses the profound and rich cultural connotation of the nation. The reason why Chinese enterprises can achieve the classic brand construction is that they have not raised the brand to the level of culture. This paper focuses on the brand culture construction of Chinese enterprises, starts with the connotation of brand culture, studies the importance and application of brand culture in the development of foreign brands, and studies the strategy of brand building. Discusses how they enter the Chinese market and occupy a place. At the same time, this paper analyzes the history and present situation of Chinese brand development, and points out the reasons why Chinese brand development lags behind and some misunderstandings existing in the construction of brand culture. Then, the author analyzes the advantages and disadvantages of the brand strategy of Chinese enterprises, studies the internationalization strategy of Haier and Lenovo, and puts forward the internationalization conception of the brand culture strategy of Chinese enterprises. Finally, the paper looks forward to the development of Chinese enterprise brand culture after China's entry into WTO, puts forward the way of Chinese enterprise brand building to adapt to the integration of world economy, and provides an opportunity for the development of ideological and political education in the field of enterprise. Grasps the joint point. On the basis of summing up the research results of scholars at home and abroad, this paper demonstrates the system construction and internationalization conception of brand culture, and puts forward some new problems that should be paid attention to in the field of brand construction, which makes the article have strong theoretical innovation.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F270;F273.2

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