中国企业品牌文化战略研究07vyck_0.doc

哈尔滨工程大学 硕士学位论文 中国企业品牌文化战略研究 姓名：刘文意 申请学位级别：硕士 专业：马克思主义理论与思想政治教育 丨导教师：王建男Abstract The 21st century, market competition is intense , contest between corporate contest also entered the omni-directional condition. The aspect competition includes the cost, the price, the technology and the quality. At the same time, but the most important competition is brand and its cultural competition. The brand culture is a beautiful scenery line of the corporate culture. The brand is the symbol of the corporate culture. Its connotation includes all aspects of corporate culture. To establish and operate brand culturewe need the support from corporate culture. Enterprise may make good use of the connotation of the brand culture. On the one hand we can mold unique consistent corporate image. On the other hand we can enhance the attachment value of the product. This will strengthen the competitive ability of the product and create the whole competition advantage. The article elaborates and analyses essential factor, structure, fimction and characteristic of the brand culture strategy. At the same time, it introduces classical cases of molding brand culture in our country. The last, this article start from some problems in practising brand culture strategy, bringing out my own opinion to cope with them in practice. In brief’ practising brand culture strategy, putting a lot in technology and building the first class brand, which not only have the theory significance, but also 上as the practical significance. Key words： Chinese corporate ； brand culture； CI plan 子 、 哈尔滨工程大 学位论文原创性声明 本人郑重声明：本论文的所有工作，是在导师的指导 作者本人独立完成的。有关观点、方法、数据和文 献的引用己在文中指出，并与参考文献相对应。除文中已 注明引用的内容外，本论文不包含任何其他个人或集体已 经公幵发表的作品成果。对本文的研究做出重要贡献的个 人和集体，均已在文中以明确方式表明。本人完全意识■ 本声明法律结果由本人承担。 作者（签字）：到之i 2月；2/ 第1章绪论 1.1本文的写作背景 2001年11月10 R我国加入WTO，对于我国众多的企业来说，意味着 什么？它意味着经济机遇的空前增多；意味着更为包罗万象的、大规模的市 场的堀起；同时，它也意味着国际间企业竞争更加激烈。 ？ 我国企业在这个机遇与挑战并存的角逐中，无论是内部管理制度的创新, 还是外部市场营销模式的创新，无论是设计企业长远发展战略，还是谋划短 期市场竞争对策，都常常不可避免地触及到这样一个话题：如何使fi己的产 品（不管它