【摘要】： 品牌文化是近年來(lái)企業(yè)文化研究領(lǐng)域所探討的新問(wèn)題。品牌是民族文化的象征,它與民族傳統(tǒng)文化緊緊相連,凝聚著本民族深刻而豐富的文化內(nèi)涵。中國(guó)企業(yè)在品牌建設(shè)方面能夠做到經(jīng)典的屈指可數(shù),原因就在于沒(méi)有將品牌上升到文化的層次。 本文圍繞中國(guó)企業(yè)的品牌文化建設(shè),從品牌文化的內(nèi)涵著手,研究了國(guó)外品牌的發(fā)展過(guò)程中對(duì)品牌文化的重視與運(yùn)用,通過(guò)對(duì)其品牌建設(shè)策略的研究,探討了它們是如何打入中國(guó)市場(chǎng)并占有一席之地的。同時(shí)分析了中國(guó)品牌發(fā)展的歷史與現(xiàn)狀,指出中國(guó)品牌發(fā)展較為滯后的原因及品牌文化建設(shè)中存在的某些誤區(qū)。接下來(lái),分析了中國(guó)企業(yè)實(shí)施品牌戰(zhàn)略的優(yōu)劣方面,對(duì)海爾及聯(lián)想這兩大本土品牌的國(guó)際化戰(zhàn)略進(jìn)行了研究,提出了中國(guó)企業(yè)品牌文化戰(zhàn)略的國(guó)際化構(gòu)思。最后,文章對(duì)入世后中國(guó)企業(yè)品牌文化建設(shè)發(fā)展展開(kāi)了前景展望,提出中國(guó)企業(yè)品牌建設(shè)適應(yīng)世界經(jīng)濟(jì)一體化的途徑,為思想政治教育工作在企業(yè)領(lǐng)域的發(fā)展尋找了契機(jī),把握了結(jié)合點(diǎn)。本文在總結(jié)國(guó)內(nèi)外學(xué)者研究成果的基礎(chǔ)上,對(duì)品牌文化的體系構(gòu)建和國(guó)際化構(gòu)思進(jìn)行了論證,提出了品牌建設(shè)領(lǐng)域中應(yīng)受關(guān)注的新問(wèn)題,使文章具有較強(qiáng)的理論創(chuàng)新性。
[Abstract]:Brand culture is a new problem in the field of corporate culture research in recent years. Brand is the symbol of national culture. It is closely linked with traditional culture and condenses the profound and rich cultural connotation of the nation. The reason why Chinese enterprises can achieve the classic brand construction is that they have not raised the brand to the level of culture. This paper focuses on the brand culture construction of Chinese enterprises, starts with the connotation of brand culture, studies the importance and application of brand culture in the development of foreign brands, and studies the strategy of brand building. Discusses how they enter the Chinese market and occupy a place. At the same time, this paper analyzes the history and present situation of Chinese brand development, and points out the reasons why Chinese brand development lags behind and some misunderstandings existing in the construction of brand culture. Then, the author analyzes the advantages and disadvantages of the brand strategy of Chinese enterprises, studies the internationalization strategy of Haier and Lenovo, and puts forward the internationalization conception of the brand culture strategy of Chinese enterprises. Finally, the paper looks forward to the development of Chinese enterprise brand culture after China's entry into WTO, puts forward the way of Chinese enterprise brand building to adapt to the integration of world economy, and provides an opportunity for the development of ideological and political education in the field of enterprise. Grasps the joint point. On the basis of summing up the research results of scholars at home and abroad, this paper demonstrates the system construction and internationalization conception of brand culture, and puts forward some new problems that should be paid attention to in the field of brand construction, which makes the article have strong theoretical innovation.
【學(xué)位授予單位】：西北農(nóng)林科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：F270;F273.2

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