中国企业文化与品牌的关联研究.doc
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中国企业文化与品牌的关联研究,15000字自己的原创毕业论文，仅在本站独家提交，大家放心使用[摘要]“企业文化是品牌的灵魂，品牌是企业文化的载体”这是对企业文化与品牌之间关系的真实透视。企业文化是凝结在品牌中的企业精华，而品牌的经营管理也离不开企业文化这一要素，如今，品牌之间的竞争已成为现代企业竞争的重点，而品牌的核心要...
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中国企业文化与品牌的关联研究
15000字
自己的原创毕业论文，仅在本站独家提交，大家放心使用
[摘要]“企业文化是品牌的灵魂，品牌是企业文化的载体”这是对企业文化与品牌之间关系的真实透视。企业文化是凝结在品牌中的企业精华，而品牌的经营管理也离不开企业文化这一要素，如今，品牌之间的竞争已成为现代企业竞争的重点，而品牌的核心要素就是其蕴含的文化，具体而言，就是凝聚在企业中的企业文化。企业文化是品牌塑造的基准，企业要在激烈的竞争之中取胜要有先进而强大的企业文化作为支撑。目前，中国有越来越多的本土品牌已经担任起高新技术的主角，纷纷从“中国制造”向“中国创造”进行蜕变。本土品牌既要勇于打破自己在技术上的瓶颈，也要注重知识产权的保护，唯有这样才能开发出属于自己的产品，也只有这样才能使自己的品牌走得更远！伴随着跨国公司国外商品的进入，消费者品牌意识日益增强，越来越多的企业认识到品牌建设的意义，并在品牌建设方面进行积极探索。
此次，将通过例证与辩证相结合的方法来详细阐述企业文化与品牌之间的关系，并对我国企业文化以及品牌建设中的一些问题进行分析，同时提出解决的方案，希望我国的企业文化与品牌建设能进一步发展，把企业文化与品牌建设有效结合起来，使企业能够更快、更好地发展。
[关键字]:企业文化 品牌 关联
The Relationship between Enterprise Culture and Brand in CHINA
[ABSTRACT] “The enterprise culture is the soul of the brand, the brand is the carrier of enterprise culture”. This is about the relationship between corporate culture and brand's perspective, the enterprise culture is the condensation in the brand of enterprise essence, and the management of brand also cannot do without the elements of enterprise culture. Now, focus on the competition between brands has become a modern enterprise competition, while the core element of the brand is its cultural, specifically, is the condensation of the corporate culture. The enterprise culture is shaping the brand of reference, Enterprise in the fierce competition to win to have advanced and owerful enterprise culture as the support. At present, there are more and more Chinese local brands have served as high tech lead, one after another from the "Chinese manufacturing" Metamorphosis "Chinese to create". Local brand should dare to break the bottleneck in their technology, also should pay attention to intellectual property protection, only in this way can develop their own products and we can make our own brand go farther. With the entry of Multi-National Corporation of foreign goods, consumer brand awareness is increasing, more and more enterprises recognize the significance of the brand construction, and have conducted active exploration in brand building.
This time, I will take the example and the dialectical method to elaborate the relationship between corporate culture and brand, and to our country enterprise culture and brand building in the analysis of some of the issues. At the same time, it puts forward the solution. Hope that the corporate culture and brand building in China will increase the development. Finally, some prospects will be put forward in order to take the enterprise culture and brand together, so the development of enterprises will make faster, better.
[Key words] enterprise culture, brand, relationship
目录
一、绪论
（一）国内外关于企业文化的研究……………………………………………1
（二）国内外关于品牌的研究…………………………………………………2
二、理论基础
（一）企业文化的概述…………………………………………………………3
（二）品牌的概述 ……………………………………………………………4
（三）企业文化与品牌之间的关联 …………………………………………5
三、企业品牌管理的模式分析
（一）中国品牌管理的危机 …………………………………………………8
（二）CIS系统的导入 ………………………………………………… 9
四、中国企业文化与品牌
（一）中国企业文化与品牌建设的现状分析 ………………………………10
（二）我国企业文化与品牌建设的对策及建议 ……………………………11
五、案例分析——新疆葡萄酒业
（一）新疆葡萄酒业的概述 …………………………………………………12
（二）新疆葡萄酒业品牌建设现状 …………………………………………14
（三）新疆葡萄酒企业文化与品牌建设的方向及趋势 ……………………15
六、总结 …………………………………………………………………………16
参考文献 ………………………………………………………………………17
15000字
自己的原创毕业论文，仅在本站独家提交，大家放心使用
[摘要]“企业文化是品牌的灵魂，品牌是企业文化的载体”这是对企业文化与品牌之间关系的真实透视。企业文化是凝结在品牌中的企业精华，而品牌的经营管理也离不开企业文化这一要素，如今，品牌之间的竞争已成为现代企业竞争的重点，而品牌的核心要素就是其蕴含的文化，具体而言，就是凝聚在企业中的企业文化。企业文化是品牌塑造的基准，企业要在激烈的竞争之中取胜要有先进而强大的企业文化作为支撑。目前，中国有越来越多的本土品牌已经担任起高新技术的主角，纷纷从“中国制造”向“中国创造”进行蜕变。本土品牌既要勇于打破自己在技术上的瓶颈，也要注重知识产权的保护，唯有这样才能开发出属于自己的产品，也只有这样才能使自己的品牌走得更远！伴随着跨国公司国外商品的进入，消费者品牌意识日益增强，越来越多的企业认识到品牌建设的意义，并在品牌建设方面进行积极探索。
此次，将通过例证与辩证相结合的方法来详细阐述企业文化与品牌之间的关系，并对我国企业文化以及品牌建设中的一些问题进行分析，同时提出解决的方案，希望我国的企业文化与品牌建设能进一步发展，把企业文化与品牌建设有效结合起来，使企业能够更快、更好地发展。
[关键字]:企业文化 品牌 关联
The Relationship between Enterprise Culture and Brand in CHINA
[ABSTRACT] “The enterprise culture is the soul of the brand, the brand is the carrier of enterprise culture”. This is about the relationship between corporate culture and brand's perspective, the enterprise culture is the condensation in the brand of enterprise essence, and the management of brand also cannot do without the elements of enterprise culture. Now, focus on the competition between brands has become a modern enterprise competition, while the core element of the brand is its cultural, specifically, is the condensation of the corporate culture. The enterprise culture is shaping the brand of reference, Enterprise in the fierce competition to win to have advanced and owerful enterprise culture as the support. At present, there are more and more Chinese local brands have served as high tech lead, one after another from the "Chinese manufacturing" Metamorphosis "Chinese to create". Local brand should dare to break the bottleneck in their technology, also should pay attention to intellectual property protection, only in this way can develop their own products and we can make our own brand go farther. With the entry of Multi-National Corporation of foreign goods, consumer brand awareness is increasing, more and more enterprises recognize the significance of the brand construction, and have conducted active exploration in brand building.
This time, I will take the example and the dialectical method to elaborate the relationship between corporate culture and brand, and to our country enterprise culture and brand building in the analysis of some of the issues. At the same time, it puts forward the solution. Hope that the corporate culture and brand building in China will increase the development. Finally, some prospects will be put forward in order to take the enterprise culture and brand together, so the development of enterprises will make faster, better.
[Key words] enterprise culture, brand, relationship
目录
一、绪论
（一）国内外关于企业文化的研究……………………………………………1
（二）国内外关于品牌的研究…………………………………………………2
二、理论基础
（一）企业文化的概述…………………………………………………………3
（二）品牌的概述 ……………………………………………………………4
（三）企业文化与品牌之间的关联 …………………………………………5
三、企业品牌管理的模式分析
（一）中国品牌管理的危机 …………………………………………………8
（二）CIS系统的导入 ………………………………………………… 9
四、中国企业文化与品牌
（一）中国企业文化与品牌建设的现状分析 ………………………………10
（二）我国企业文化与品牌建设的对策及建议 ……………………………11
五、案例分析——新疆葡萄酒业
（一）新疆葡萄酒业的概述 …………………………………………………12
（二）新疆葡萄酒业品牌建设现状 …………………………………………14
（三）新疆葡萄酒企业文化与品牌建设的方向及趋势 ……………………15
六、总结 …………………………………………………………………………16
参考文献 ………………………………………………………………………17
