以战略行动推动新创企业公司品牌构筑——以四川嘉熙实业有限公司及谭鱼头股份有限公司个案比对为例

Promote Corporate Brand Building for Newly Established Businesses through Strategic Action——Based on the Comparative Case Studies of Sichuan Jiaxi Industrial Co.,Ltd.and Tanyutou Co.,Ltd

公司品牌在如今的企业竞争中扮演着日益重要的角色,因此也亟须深入的有关企业战略行动与公司品牌关系的研究,尤其是新创企业如何通过战略行动来构建公司品牌已成为该领域的一个重要问题。本文通过对嘉熙和谭鱼头两家企业的案例研究,对比分析了新创制造企业和服务企业的公司品牌管理,发现企业战略行动会推动公司品牌建设,而新创企业公司品牌的构筑就是企业战略行动的结果,为此,企业可以从公司品牌意识、公司品牌结构、规律性建设路径等方面着手进行公司品牌的构筑管理。

Corporate brand plays an increasingly important role in enterprise competition. Therefore, further research needs to be done on the relationship between strategic action and corporate brand, in particular, how to build corporate brand through strategic action for newly established businesses. Based on the comparative case studies of Jiaxi Industrial Co. , Ltd. and Tanyutou Co. , Ltd. , this paper analyzes the corporate brand management of newly established manufacturers and service enterprises, drawing the conclusion that strategic action will contribute to the corporate brand management and the brand construction of a new business is the result of its strategic action. Businesses can manage corporate brand building by improving brand awareness, brand structure and the building path to construct their own corporate brands.