实现云南烟草企业跨越式发展的软实力

Realization of Great-leap-forward Development of Yunnan Tobacc

当前企业的最佳生存与发展的手段是将文化与企业营销相结合。文化在企业营销中的作用表现是多方面的,深层次的,同时,企业营销也相应地影响着企业文化。本文主要围绕云南烟草企业的核心软实力即企业文化,来探讨云南烟草企业如何在金融危机和国际化进程的背景中通过建设企业文化来增强企业的获益能力和打造品牌。

The current best enterprise survival and development means is to integrate culture and enterprise marketing. The role and performance of culture in enterprise marketing is muhifaceted and deep-seated. At the same time, the enterprise marketing also affects the enterprise culture. In this paper, mainly around the culture which is core soft strength of Yunnan tobacco enterprise, how to enhance their profitability and brand building through the construction of enterprise culture in the background of financial crisis and internationalization are discussed.