“企业文化力-品牌力”模型:一种民族文化视角下的战略选择  

Corporative Culture-Brand Relation Model: A Strategic Preference Based on National Culture

作　　者：陈英葵[1] 向平[1] 

机构地区：[1]贵州师范大学经济与管理学院,贵州贵阳550001

出　　处：《改革与战略》2009年第4期58-61,共4页Reformation & Strategy

基　　金：贵州省科技厅软科学研究计划项目(项目编号:黔科合体R字(2007)2014号);贵州省教育厅人文社会科学研究项目(项目编号:0705063)阶段性研究成果

摘　　要：随着国内市场经济体制的逐步完善,产品差异化程度逐渐削弱,同质化程度逐渐增强,品牌的效用日趋明显。文章有如下创新和结论:提出了"企业文化力-品牌力关系模型";一个世界级的企业,既要拥有自己独特的企业文化,还要具备强势的品牌影响力;面对众多世界级品牌的挑战,民族品牌的优势就是中华民族五千年博大精深的文化,民族品牌只有烙上民族文化的独特印记才有可能成为世界的品牌。With the domestic market economy system＇s development, product difference is less and product homogenization is more obvious. Under this circumstance, brand effect is more and more important. This paper has the following conclusions and opinions： first, corporative culture-brand power relation model is put forward; second, as a worldwide enterprise, not only it needs to have its own unique corporative culture, but also its strong brand power; third, facing the severe competition of world famous brands; in fact, the Chinese products＇ advantage is our 5000 years Chinese unique National Culture. A Chinese local product can become famous if it is melted into our Chinese unique culture characteristic.

关 键 词：民族文化 品牌建设 企业文化力-品牌力关系模型 战略选择 

分 类 号：F270[经济管理—企业管理]