| 基于文化的企业品牌形象塑造 |
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| 引用本文： | 龚基云.基于文化的企业品牌形象塑造[J].安徽师范大学学报(人文社会科学版),2008,36(6). |
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| 作者姓名： | 龚基云 |
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| 作者单位： | 安徽师范大学,经济管理学院,安徽,芜湖,241000 |
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| 摘 要： | 品牌是企业(制造者)与客户(消费者)之间一个互动双赢的过程,而品牌形象则是实现这一双赢目的的最重要的手段和途径.从深意品牌和品牌形象塑造的整体性和阶段性角度,分析、阐明了在产品日益同质化的情况下,塑造以企业文化为核心的品牌形象,对于企业保持品牌形象独特性和持续竞争力的重要性,并进一步探讨了基于文化的企业品牌形象塑造的途径.
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| 关 键 词： | 企业文化 品牌形象 塑造 |
On Moulding Culture-Based Enterprise Brand Image |
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| GONG Ji-yun.On Moulding Culture-Based Enterprise Brand Image[J].Journal of Anhui Normal University(Humanities and Social Sciences),2008,36(6). |
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| Authors: | GONG Ji-yun |
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| Institution: | GONG Ji-yun (School of Economics , Management,Anhui Normal University,Wuhu Anhui 241000,China) |
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| Abstract: | A brand is an interaction and win-win process between enterprises (producers) and customers (consumers),but a brand image is the most important means for it.Analyse and expound the importance of moulding enterprise image,with business culture as its core,to keep unique and competitive in the homoge- nization of products circumstances.Further explore the ways of moulding the culture-based brand image of enterprises. |
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| Keywords: | enterprise culture brand image mould |
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