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基于4R理论的企业品牌形象塑造分析——以蒙牛企业为例【摘要】本文首先对品牌在现代世界经济体系中发挥的突出作用、成功世界大企业对品牌的认识和国内民族企业对品牌重要性的认可度以及国内大、中、小企业在塑造品牌上存在的问题进行阐述。其次对品牌的内涵、重要性进行阐述，并对企业为何注重品牌形象、如何进行品牌形象的塑造、品牌塑造的重点要素及管理的价值法则进行了总结。然后重点通过对蒙牛品牌打造的现状、经营渠道的推广品牌内涵的竞争力等三个方面的分析，指出了蒙牛集团品牌形象塑造的制约因素和存在的相关问题。最后针对这些存在问题和制约因素，通过4R理论分析，理论联系实际，结合蒙牛企业的经营理念、管理目标和企业文化的打造，分析蒙牛集团现阶段在企业管理中的成功之处和将来在打造民族企业、塑造民族品牌时相应的管理策略的调整和品牌战略的重点运用。【关键词】蒙牛品牌品牌形象塑造4R管理理念[Abstract]thisarticlefirstbrandinthemodernworldeconomicsystemplaystheprominentrole,thesuccessofworldbigenterprisesbrandawarenessandnationalenterprisesontheimportanceofbrandrecognition,anddomesticlarge,smallenterprisesinshapingthebrandonproblems.Secondly,thebrandconnotation,importanceof,andwhyenterprisesfocusonbrandimage,howtomoldthebrandimage,brandshapingthekeyelementsandmanagementoflawofvalueundertooksummingup.AndthenfocusesontheMENGNIUbrandstatus,saleschannels,brandconnotationtopromotecompetitivenessofthreeaspectsoftheanalysis,pointedouttheMENGNIUGroupinshapingthebrandimageofrestrictedfactorsandrelatedproblems.Finally,aimingattheexistingproblemsandconstraints,4Rthroughtheoreticalanalysis,linkingtheorywithpractice,combinedwithcorporatebusinessphilosophy,managementobjectivesandcorporateculturebuilding,analysisofMENGNIUGroupatthisstageinthemanagementoftheenterprise’ssuccessandthefutureinthebuildingofthenationalenterprises,thecreationofnationalbrandswhenthecorrespondingmanagementstrategiesandadjustmentbrandstrategytofocusontheuseof.[Keywords]Mengzibrandbrandimage4Rmanagementconcept目录一、绪论..........................................................................................................................................4（一）研究背景.....................................................................................................................4（二）研究意义......................................................................................................................4二、品牌及品牌形象塑造概述.......................................................................................................4（一）品牌的内涵及作用.....................................................................................................41、品牌的内涵................................................................................................................42、品牌的作用................................................................................................................5（二）塑造品牌形象的原因...................................................................................................51、社会市场需求的变化.................................................................................................52、市场环境的改变.........................................................................................................53、企业自身的挑战.........................................................................................................6（三）企业品牌形象塑造要素.........................................