摘要
大量的文献研究表明,品牌塑造不应仅仅针对顾客,或只是属于营销部门的责任,而必须针对所有利益相关者,成为整个公司所有部门的职责,成为一项全员、全过程、全方位的事业。本文初步分析了组织内职能部门(员工)在品牌关系发展中的责任,以及组织部门对品牌关系发展的影响。在此基础上,重点提出了基于利益相关者-品牌关系的组织价值主张、品牌文化理念、基于品牌塑造的组织整合与界面管理等策略措施,为更好地发展利益相关者与品牌之间的互动关系,创造品牌价值提供建议。
The researches on a lot of literatures show that brand building is not only the responsibility of marketing department,but also the responsibility of whole corporate.It must be a cause of all stakeholders.This paper preliminarily analyzed the liability of functional departments in the development of brand relationships and the effects of the organization department on brand relationships.On that basis,it put forward the strategic measures such as the proposal of organization value and the idea of brand culture based on stakeholder-brand relationship,and organization integration and interface management based on brand building.It proposed advices on how to develop the interaction between stakeholders and brand,and create brand value.
出处
《企业经济》
北大核心
2012年第5期11-14,共4页
Enterprise Economy
基金
教育部人文社会科学研究基金项目"品牌关系竞争力的生成机理及管理方法研究"(批准号:10YJC630148)
重庆市教委科学技术研究项目"基于二元语义的品牌延伸消费者评价研究"(批准号:KJ111214)
关键词
品牌
品牌关系
利益相关者
组织结构
界面管理
brand
brand relationship
stakeholder
organization structure
interface management
