从内圣到外王:中国企业品牌建设之道

From Internal Saints to External Kingcraft:the Way of Enterprises' Brand Building in China

品牌实力不强一直中国企业面对国际化竞争的短板。如何走出品牌建设困境,找到有中国特色的品牌建设之道是当前中国企业的当务之急。中国的企业品牌建设应以"内圣外王"思想为指导,以"内圣"为核心,在不断塑造优秀品牌品格的基础上,树立良好的品牌形象,最终达到"外王"的目标。

Brand strength is not strong has been the short board of Chinese enterprises facing the international competition. How to walk out the brand construction difficulties and find the way of the brand construction with Chinese characteristics are the current tasks of the Chinese business enterprises. China＇s enterprise brand construction should take ＂internal saints and external kingcraft ＂as a guide, take the ＂internal saints＂ as the core, based on constantly shaping the excellent brand, set up a good brand image, achieve finally the goal of ＂external kingcraft＂.