应用名牌战略提升企业核心竞争力的模式探讨  

Study on the Core Competitiveness of Enterprises Model Enhanced by Application of Name Brand Strategy

作　　者：王克锋[1] 徐现鹏 李明贤[1] 魏建建 

机构地区：[1]日照钢铁有限公司,日照276806

出　　处：《价值工程》2011年第23期107-108,共2页Value Engineering

摘　　要：实施名牌战略,是企业在激烈的市场竞争中发展壮大的唯一选择,论文以著名民营企业日照钢铁集团的成功,解析了该集团推进名牌战略的历程,并阐明了实施名牌战略必须树立以名牌促发展的观念,并确立产品适应市场的名牌核心战略和坚持人本管理的名牌辅助战略,权衡并整合其相关因素和资源,以形成企业的核心竞争力。这种应用名牌战略提升企业核心竞争力的模式,对我国民营企业创建和发展名牌事业具有较好的指导意义。The implementation of name brand strategy is the one and only choice of the enterprise development and growth in the fierce market competition. In this paper, a well-known private enterprise, Rizhao Iron ＆ Steel Group, was taken for an successful example to analyze the name brand strategy which to promote the core competitiveness of enterprise and the group＇s history. The implementation of name brand strategy must establish the concept that a brand-name promotes enterprise development and establish core brand products to meet market strategy supporting the people-oriented management of the brand strategy. Sequentially, balancing and integrating the enterprise relevant factors and resources to form the core competitiveness of enterorises. The core competitiveness model enhanced by ataDlication of name brand strate~＇v has ~ood career maidance for entert^rise in China.

关 键 词：日照钢铁 名牌战略 核心竞争力 

分 类 号：F273.2[经济管理—企业管理]