中国煤炭企业品牌建设

当今世界各国的企业之间的竞争，已从产品、价格、技术、资源等个别或局部的竞争转向了以品牌为代表的综合实力的竞争。品牌建设不仅是以科学管理为基础向文化管理跨越、实现管理层次战略性升级的有效途径，而且是实现企业战略扩张前提。品牌支撑，战略扩张，形象开路，文化先行，这是被许多世界级大企业的实践所证明的成功道路。本文从如何有效解决煤炭企业的发展，从技术、管理、资源等优势入手，通过联合、兼并、重组等方式，使企业做大做强，使企业的知名度增强。

BRAND BUILDING OF CHINA'S COAL ENTERPRISE

The competition among the enterprises all over the world has turned form the particular or local competition in terms of product,price,technology and resource etc to the competition of comprehensive power featured by brand.The brand building is not only the effective way to transform into culture management based on scientific management and realize the strategic upgrading of management level,but also the prerequisite of enterprise's strategic expansion.Practice of many famous giant enterprises worldwide proves that brand support,strategic expansion,trail blazing with image and culture are the way to success.The paper starts form how to solve the problem of coal enterprise's development,discusses on the way to expand the enterprise and enhance the enterprise's reputation through combination,merger and reorganization etc.based on the enterprise's reputation through combination,merger and reorganization etc.based on the enterprise's advantages of technology,management and resources etc.