论网上名牌文化  

Discussion of Online Famous-Pand Cultrure

作　　者：贺爱忠[1] 

机构地区：[1]湖南商学院

出　　处：《湖南工程学院学报（社会科学版）》2005年第2期1-5,共5页Journal of Hunan Institute of Engineering(Social Science Edition)

基　　金：国家社科基金项目<中国城市零售商业企业品牌竞争研究>(04BJY033)湖南省教育厅重点资助项目<湖南城市零售商业应对外商冲击的名牌战略对策>(03A021)的阶段性成果。

摘　　要：网上名牌文化是网上名牌产品(服务)在实际使用价值之外给予消费者的一种印象、感觉和附加价值。其基本内容主要包括以客为尊、诚信为本、注重协作、快速反应四个方面。网上名牌文化建设是网上名牌企业或有志于创建网上名牌的企业管理的重要内容,是改变、塑造员工形象、影响消费者的一种管理过程。网上名牌文化进一步升华便是网上名牌精神,它是网上名牌的最高境界。Online famous-brand culture is kind of impression, feeling and aditional value its product (serrice) offers to consumers outside the actual use value. Its basic elements are putting the customers above everything else.seressing on trust and honesty, paying attention to cooperation, and reacting promptly. The construction of online famous-brand culture is an important part of business management for online famous-brand enterprises and the ambitious would-be ones. It is also a management process that can change or mould its staff, and influence its consumers. Thesublimation of online famous-brand culture turns cut to be its spirit and supreme realm.

关 键 词：网上名牌 名牌文化 建设 升华 

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