本文選題：企業(yè)文化 + 品牌營銷　； 參考：《華中科技大學(xué)》2009年碩士論文

【摘要】： 松下公司的創(chuàng)始人松下幸之助提出,企業(yè)經(jīng)營要回答的問題是:企業(yè)是為了什么而存在?企業(yè)的真正使命是什么?企業(yè)要健康的發(fā)展,就要樹立健康的經(jīng)營理念。時至今日,松下已經(jīng)成為全球知名品牌之一,松下幸之助的企業(yè)也一直在圍繞著他所提出的兩個問題在不斷發(fā)展。松下在市場營銷領(lǐng)域的成功背后有深厚的企業(yè)文化支撐,松下品牌經(jīng)營的成功是其企業(yè)文化的張揚和體現(xiàn)。 而中國制造的產(chǎn)品雖然已經(jīng)走向世界,中國制造業(yè)的價值創(chuàng)造能力卻并不強(qiáng),沒有形成世界級的著名品牌,并且近年質(zhì)量和環(huán)境安全問題接連不斷發(fā)生,“中國制造”有成為低質(zhì)廉價品代名詞的危險。品牌忠誠度的提高除了技術(shù)因素以外,企業(yè)文化也是打造品牌的主要手段。松下品牌成功經(jīng)營的啟示和我國品牌營銷中存在的問題促成本論文選擇從企業(yè)文化入手研究品牌營銷問題。 本文研究了企業(yè)文化與品牌營銷的關(guān)系,并嘗試結(jié)合實際案例分析企業(yè)文化對品牌營銷的影響,并提出了我國企業(yè)通過企業(yè)文化提升品牌營銷能力的建議。論文首先簡要介紹了企業(yè)文化對品牌營銷的影響研究背景及現(xiàn)狀,分析企業(yè)文化與品牌營銷的關(guān)系,繼而從企業(yè)文化角度闡述了品牌營銷各項內(nèi)容。在分析研究了企業(yè)文化和品牌營銷的相關(guān)關(guān)系后,論文以松下公司為對象分析了其企業(yè)文化對品牌營銷的成功影響。最后論文得出研究結(jié)論和提出相關(guān)建議。本文是從企業(yè)文化的四個層面(精神、行為、制度、物質(zhì))來分析企業(yè)文化對品牌營銷的影響,涉及品牌營銷的主要內(nèi)容和過程,這種研究角度具有一定創(chuàng)新。本論文的研究對我國企業(yè)的品牌建設(shè)和管理是具有一定現(xiàn)實意義和應(yīng)用價值的。
[Abstract]:Mr. Matsushita Konosuke, the founder of Panasonic, says the question to answer is: what does a business exist for? What is the real mission of an enterprise? The enterprise wants the healthy development, must establish the healthy management idea. Today, Panasonic has become one of the world's leading brands, and Matsushita Konosuke's business has been evolving around two of his questions. Panasonic's success in the field of marketing is supported by deep corporate culture, and the success of Panasonic's brand management is the publicity and embodiment of its corporate culture. Although the products made in China have already gone global, the value creation ability of China's manufacturing industry is not strong, it has not formed a world-famous brand, and in recent years, problems of quality and environmental safety have occurred one after another. "made in China" risks becoming a synonym for cheap and low quality goods. In addition to technical factors, corporate culture is also the main means of brand building. The enlightenment of Panasonic's successful brand management and the existing problems in brand marketing in our country make this thesis choose to study brand marketing from the perspective of corporate culture. This paper studies the relationship between corporate culture and brand marketing, and tries to analyze the influence of corporate culture on brand marketing in combination with practical cases, and puts forward some suggestions on how to promote brand marketing ability by enterprise culture in our country. Firstly, this paper briefly introduces the research background and current situation of the influence of corporate culture on brand marketing, analyzes the relationship between corporate culture and brand marketing, and then expounds the contents of brand marketing from the perspective of corporate culture. After analyzing the relationship between corporate culture and brand marketing, this paper analyzes the successful influence of Panasonic's corporate culture on brand marketing. Finally, the paper draws the conclusion of the study and puts forward relevant suggestions. This paper analyzes the influence of corporate culture on brand marketing from four aspects of corporate culture (spirit, behavior, institution and substance), which involves the main content and process of brand marketing. The research of this thesis has certain practical significance and application value to the brand construction and management of our country's enterprises.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F270;F274

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 胡子嵐;基于公司政治行為視角下的企業(yè)文化建設(shè)研究[D];湖北工業(yè)大學(xué);2011年

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本文編號：1809768