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当今时代,产品和服务的同质化程度越来越高,企业在产品、价格、服务上越来越难以制造差异来获得竞争优势,品牌文化以其不可模仿、不可替代的独特价值成为企业最有力的竞争武器。对于钢铁企业而言,在当前钢铁行业遭遇市场寒冬、竞争更加激烈的严峻形势下,品牌文化更加凸显了其作为企业核心竞争力的重要性。因此,品牌文化建设不仅是关乎长远的战略课题,也是当前应对危机的必然选择。
In today’s era, the homogeneity of products and services is getting higher and higher. It is more and more difficult for enterprises to make differences in product, price and service to gain competitive advantage. Brand culture is the most powerful enterprise with its unmitigable and irreplaceable unique value Competitive weapon. For the iron and steel enterprises, under the grim situation that the current steel industry encounters the cold winter market and the fiercer competition, the brand culture further highlights its importance as the core competitiveness of the enterprise. Therefore, the construction of brand culture is not only a long-term strategic issue, but also an inevitable choice for the current crisis response.