品牌战略:和谐警营建设的新视野

Brand Strategy-A New View in Building a Harmonious Police Camp

品牌战略是组织将品牌作为核心竞争力,以获取差别"利润"与"价值"的一种管理战略。品牌战略的本质是塑造出组织的核心专长,从而确保组织在长远发展中形成良好稳定的价值形象,以提高公众对其的认可度、忠诚度,进而解决影响彼此心理契约不和谐的问题。从"枫桥经验"到"济南交警"、"本溪公安",警察队伍中塑造了一个个典型的组织"品牌",对警察品牌战略的研究,为警察实践部门理性看待和解决队伍建设中的瓶颈问题提供了新的视野。

Brand strategy is a kind of management strategy in which an organization regards brand as core competitiveness to gain differential profit or value. The nature of this theory is to find the core specialty of the organization and form a good and stable image of value in the long run, to raise the loyalty of the public and solve the problems that affect the psychology of both sides. There are a number of brands in police organs such as Fengqiao Experience, Jinan Traffic Police and Benxi Police. Studies on the brand strategy of the police provide new views for the tem building in the police.