西南石油大学学报（社会科学版）2024，Vol.26Issue(1)：1-7,7.DOI:10.11885/j.issn.1674-5094.2023.12.15.09
论晚清轮船招商局的品牌思维与品牌要素
Branding of China Merchants'Steamship Navigation Company in the Late Qing Dynasty
何一民1
作者信息
- 1. 四川大学历史文化学院,四川成都 610065
- 折叠
摘要
Abstract
China Merchants'Steamship Navigation Company is one of the earliest national enterprises in modern times,with a history of 150 years.Its development from the initial ship transport enterprise to today's well-known large enterprise group with diversified operations in ship transport,finance and real estate lies mainly in its consistent efforts in brand building.The brand composition of China Merchants'Steamship Navigation Company includes three major elements:the core element is the shaping of a patriotic national enterprise competing for profits with foreign capitals,and the patriot label contributes to defeating the opponents in the treacherous competition;the basic element is the system of government supervised business operation,which enables the enterprise to make full use of government resources in providing quality services for the government and for businesses and the people;the supporting element is economies of scale,which is highlighted by improving the core competitiveness through strengthening and expanding the main business.The continuous improvement of brand thinking and brand elements of China Merchants'Steamship Navigation Company in its brilliant history provides valuable experience to be inherited and carried forward.关键词
轮船招商局/品牌思维/品牌要素/官督商办/核心竞争力Key words
China Merchants'Steamship Navigation Company/brand thinking/brand element/government supervised business operation/core competitiveness分类
社会科学引用本文复制引用
何一民..论晚清轮船招商局的品牌思维与品牌要素[J].西南石油大学学报（社会科学版）,2024,26(1):1-7,7.
