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企业内刊是企业文化的载体,是企业文化的外化表现形式,也是企业信息上通下达的沟通渠道和舆论宣传阵地。当代的商业社会是一个产品同质化的社会,往往区别产品的唯一特征就是品牌。正因如此,在同质化越来越严重的商用车领域,很多企业已经意识到品牌在企业发展中的力量。商用车企业品牌意识的觉醒,使其试图从传统的以产品为营销手段的方式,向经营品牌的方式转变。世界营销大师菲利普·科特勒在其《营销管理——分析、计划、控制》一书中将
Corporate publications is the carrier of corporate culture, corporate culture is the external form of expression, but also corporate communication through the channel of information and publicity positions. The contemporary business community is a homogeneity of the product of the community, the only feature that often distinguishes the product is the brand. Because of this, many enterprises have realized the brand’s strength in the development of the enterprise in the field of commercial vehicles with more and more homogenization. The awakening of commercial vehicle brand awareness makes it attempt to shift from the traditional way of marketing with products to the way of brand management. World marketing guru Philip Kotler in his book “Marketing Management - Analysis, Planning, Control”