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论文作者:meisishow论文属性:案例分析 Case Study登出时间:2014-09-05编辑:meisishow点击率:10257
论文字数:3009论文编号:org201409050935278377语种:中文 Chinese地区:澳大利亚价格:免费论文
关键词:品牌公司有价值资产brandsvaluable澳大利亚作业
摘要:品牌是很多公司拥有的最有价值的资产。但是没人在品牌值多少和为什么值钱上达成一致,本文是澳大利亚昆士兰大学留学生写的一篇案例,可以供大家参考。
The formation of brand value.Brand is the value for stakeholder needs and expectations of commitment and guarantee.[3] brand value is the result of enterprise concept and under the guidance of enterprise management behavior, and subsequently and produce products and services in the inclusion of the stakeholders to the expected value of demand.Enterprise idea is mainly composed of core values, broad vision, enterprise culture, social responsibility, and daily production and business operation activities, such as specific rules and regulations of several factors.The transformation of the enterprise concept spread there are two ways: direct and indirect transmission.[8] the direct spread the enterprise directly to the stakeholders publicity, marketing their own idea and value.Indirect communication is through the enterprise the management behavior suggests the idea, at the same time conversion of enterprise idea through internal condensation for the enterprise to provide products and services, to enter the market to consumers perception and comparison.The value of products and services due to reflect the value of the consumer demands, the value of consumer recognition.The interests of the consumer satisfaction would be to customer loyalty as a support for the enterprise behavior, a direct result is the surge in sales and earnings.Other stakeholders through the enterprise behavior and products because of their respective needs are met, will also show the cooperation, hard work, provide policy support and other support for enterprise behavior.Enterprise idea communication is a two-way interactive process, the enterprise not only spread concept, also from the stakeholders and their support activities to reflect the value of information demands and expectations.Through the feedback information to strengthen their own idea, behavior, cognition, grasp and correction, so as to better and more comprehensive to meet the needs of stakeholders.All these support to the organization behavior and will end up in their own way brings to the enterprise value from each aspect, form the brand value.
The formation of enterprise's soft power.Corporate soft power of the whole forming process is formed from the possession of a particular resource potential soft power to the reality of soft power conversion and work process.[9] these specific resources including hard and soft resources.Enterprise concept as the soft resources of the enterprise, after on the basis of the hard power transformation is applied to a variety of ways and carrier to stakeholders to get its value recognition, appeal, marks the enterprise soft power's final form.
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