市场营销专业毕业论文--浅谈企业的品牌文化建设.docVIP

本 科 毕 业 设 计（论 文） 题 目 浅谈企业品牌文化建设 ——以福建省安记食品有限公司为例 学 院 商学院 专 业 市场营销 班 级 　 学 号 学生姓名 　 指导教师 摘 要 品牌文化作为品牌差异化的一种策略，能体现品牌个性，使品牌与消费者的距离更加接近，增加消费者对品牌的好感并使其产生美好的联想。产品和技术可以雷同，文化千姿百态，变幻无穷。把一种风格的文化注入品牌，品牌才会生动鲜明。在产品同质化现象严重的今天，建设品牌文化是实现品牌个性最有效途径。品牌文化一旦在消费者心目中，它所代表的利益与消费者认同的价值产生共鸣，释放非常可观，就会将无形的文化价值转有形的品牌价值，把文化财富转差异化的竞争优势，使产品在激烈的市场竞争中保持强大的生命力。 Abstract Brand culture as a strategy of brand differentiation that can reflect the brand personality, so that the distance between brands and consumers closer together to increase consumer brand and to generate good will and good association. Products and technologies can be similar, you can imitate, but culture is varied and endless changes. To a culture has a unique style into the brand, brand will highlight the vivid personality. Homogenization in the product more and more serious today, building brand culture is to achieve brand personality, to remain competitive the most effective way. Once the brand culture rooted in the minds of consumers, it represents the value of interests and identity resonate with consumers, can release the energy of a very substantial, it will be the intangible cultural values ??into tangible brand value, the cultural wealth into a differentiated competitive advantage, so that products in the fierce competition in the market to maintain strong vitality. This paper first discusses the definition of brand culture, from the product culture, the image of culture and corporate culture in these three areas more detailed description of the brand culture, knowledge, and then from product innovation, technological innovation, the image of innovation, branding and crisis management that talked about the five basic building brand culture, the paper also describes the con