期刊文献+

试论新创企业的品牌建设

On the Build-up of the Newly-established Enterprises
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摘要 企业品牌建设是企业独特性质的表现。目前,针对成熟企业品牌建设的研究比较丰富,但由于成熟企业与新创企业所面临的内外部环境有很大的不同,对新创企业来说这些研究可以借鉴但不能全盘照抄。文章通过论述品牌建设对于新创企业的意义,比较成熟企业与新创企业之间品牌建设的差异,提出了适于新创企业品牌建设的模式。 The brand build-up of the enterprises shoecases its own organization's unique natures. So far,there are a lot of studies on the well-established enterprises' brand build-up. However,due to the different environments to which they are exposed,both internally and externally,the newly-established should learn partially these results from the well-established enterprises rather than simply copy them. Through discussing the significances of the brand build-up for a newly-established enterprise and comparing the differences between the well-established and newly-established enterprises, the article puts forward some modes that fits the later.
作者 陈维军
出处 《机械管理开发》 2008年第6期121-122,共2页 Mechanical Management and Development
关键词 品牌建设 新创企业 成熟企业 Brand Build-up Newly-established enterprise Welt-established enterprise
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  • 1Andrew Lelfer. Brands And Customer Values [ M ]. SIAS,2002.
  • 2McKinsey. Unlock Youz Financial Brand[ M]. MeKinsey & Company Press,2001.
  • 3David C. Court. The New Rules of Branding.
  • 4Richard Crespin. How To Build A Brand That Sells[ M].Delve Group Press.

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