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论企业文化与品牌塑造——金华尼奥普兰客车品牌塑造 预览 被引量:1

A Study on the Brand Establishment and Corporate Culture for Jinhua Neoplan Bus Production
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摘要 企业竞争靠实力,实力竞争靠产品,产品竞争靠名牌.作为一家发展中的金华尼奥普兰车辆有限公司,应从企业文化角度塑造客车品牌特性及市场定位,赋予特有的企业文化和人文情怀,以品牌所含的文化价值扩展市场空间,赢得理想的效益. The competition between enterprises relies on their strength, while that of their strength depends on their products, and the competition of their products is decided by famous brands.This paper starts with the investigation and analysis to the problems that exist when enterprises carry out their Famous Brand Strategy.It adjusts those ever existing contents and means of publicity, vests peculiar corparate culture and subjective minds in brands and makes a valuable inquiry into the related brand establishment of Jinhua Neoplan Bus.
作者 陈桂良 CHEN Gui-liang(Jinhua College of Profession & Technology,Jinhua,Zhejiang 321007,China)
出处 《商业研究》 北大核心 2004年第24期 152-155,共4页 Commercial Research
关键词 企业文化 品牌塑造 尼奥普兰客车 corporate culture brand establishment neoplan Bus
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