我国民营企业文化与品牌融合策略研究——以嘉兴为例  

A Research on China's Private Enterprises’Strategy for Integrating Corporate Culture and Brand——A Case Study in Jiaxing

作　　者：解淑青 解树江 Xie Shuqing;Xie Shujiang(College of Business,Jiaxing University,Jiaxing,Zhejiang 314001;International Technology and Finance Research Institute,Liaoning University,Shenyang,Liaoning 110036)

机构地区：[1]嘉兴学院商学院,浙江嘉兴314001 [2]辽宁大学国际科技金融研究院,辽宁沈阳110036

出　　处：《嘉兴学院学报》2023年第2期78-84,共7页Journal of Jiaxing University

基　　金：2022年度嘉兴哲学社会科学规划重点项目(JSKGH2022162)。

摘　　要：在对民营企业、企业文化、企业品牌以及企业文化与品牌融合的理论研究基础上,系统梳理和研究嘉兴民营企业文化与品牌融合的现状与问题,提出嘉兴民营企业文化和品牌融合策略,助力嘉兴民营企业打造有利于企业的差异化定位和相对竞争优势,以及个性化塑造,从而形成自己的核心竞争力,为企业带来难以复制的无形价值。Based on the theoretical study on private enterprise,corporate culture,corporate brand and the integration of corporate culture and brand,this paper systematically reviews and researches the current situation of and problems in Jiaxing private enterprises’integration of corporate culture and brand,and proposes some integration strategies to help Jiaxing private enterprise create differentiated positioning and relative competitive advantages that are beneficial to enterprises,as well as individualized shaping,so that they can form their own core competitiveness and create intangible value that is difficult to replicate for enterprises.

关 键 词：民营企业 企业文化 品牌 文化与品牌融合 

分 类 号：F279.245[经济管理—企业管理]