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进入二十一世纪,品牌已经成为企业最有价值的资产,如何规划并有效地积累有形产品的无形价值已经成为企业面临的最大挑战之一。一套完整的品牌管理体系,绝不应该仅仅是产品的广告推介,而应该横跨企业的战略、系统、结构、制度、价值观、工作作风、员工技能等诸多方面。本文通过回顾武汉市燃气集团改组六年来的实践发展经验,对企业文化在塑造企业管理品牌方面所起到的重要作用,作一些粗浅的探讨。
Into the 21st century, the brand has become the most valuable asset of the enterprise, how to plan and effectively accumulate the intangible value of tangible products has become one of the biggest challenges facing enterprises. A complete brand management system, by no means should only be product advertising, but should be across the enterprise strategy, system, structure, system, values, work style, staff skills and many other aspects. By reviewing the experience of six years of reforming Wuhan Gas Group and its important role in shaping corporate management brand, this article makes some superficial discussions.