| 论企业文化与品牌塑造--金华尼奥普兰客车品牌塑造 |
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| 引用本文： | 陈桂良,江五七.论企业文化与品牌塑造--金华尼奥普兰客车品牌塑造[J].金华职业技术学院学报,2003,3(4):69-72. |
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| 作者姓名： | 陈桂良 江五七 |
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| 作者单位： | 1. 金华职业技术学院经贸学院,副教授,321017,金华市
2. 金华职业技术学院经贸学院,助教 |
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| 摘 要： | 企业竞争靠实力，实力竞争靠产品，产品竞争靠名牌。本文从调查分析尼奥普兰公司实施名牌战略存在的问题入手，从企业文化角度对金华尼奥普兰客车品牌塑造的相关问题，如进行科学的市场定位，调整原有的宣传内容和方式，赋予它特有的企业文化和人文情怀等进行了探讨。
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| 关 键 词： | 企业文化 品牌塑造 客车制造业 “尼奥普兰”客车 人文精神 |
| 文章编号： | 1671-3699(2003)03-0069-04 |
| 修稿时间： | 2003年8月15日 |
A Study on the Brand Establishment and Enterprise Culture of Jinhua Neoplan Bus |
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| CHEN Gui-liang JIANG Wu-qi.A Study on the Brand Establishment and Enterprise Culture of Jinhua Neoplan Bus[J].Journal of Jinhua College of Profession and Technology,2003,3(4):69-72. |
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| Authors: | CHEN Gui-liang JIANG Wu-qi |
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| Institution: | Jinhua College of Profession&Technolog y |
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| Abstract: | The competition between enterprises relies on their strength,while the ir strength de-pends on their products,and the competition of their products is decided by famous brands.This paper starts with the investigation and analysis to the existing problems when enterprises carry out their Famous Brand Strateg y.Those ever existing contents and means of publicity have been adjust-ed in t he paper,vesting peculiar enterprise culture and humanism feelings in brands,a nd it also makes a valuable inquiry into the related brand establishment of Jin hua Neoplan Bus from the as-pect of enterprise culture. |
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| Keywords: | enterprise culture brand establishment neoplan bus |
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