【作者】 孙蕾；

【导师】 那日萨；

【作者基本信息】 大连理工大学 ， 工商管理（专业学位）， 2013， 硕士

【摘要】 构建一个与时俱进的企业文化,是企业不断提高自身核心竞争力的前提,也是企业成功发展的基本保证。当前,随着服务经济的发展,越来越多的企业将服务作为一种文化和一个品牌纳入到企业文化的建设中来,服务文化和服务品牌已经成为企业在市场竞争中的关键要素之一。作为商业企业的烟草公司,如何结合行业和企业自身特点,打造以服务品牌为核心竞争力的企业文化,是摆在企业管理者面前的一项重要课题。本文结合企业文化及服务品牌的有关理论,分别概述了两者的内涵及其之间的关系。同时,以沈阳市烟草公司为例,通过调查问卷、文献综述等多种方式,对该公司“太阳鸟·阳光”文化建设进行了深入分析,阐述了沈阳市烟草公司企业文化现阶段的发展状况,总结了公司在企业文化建设中存在的成果与不足。在此基础上,针对发现的问题,提出了富有沈阳烟草企业文化特色的“阳光”服务品牌建设的研究思路和措施,并对全文进行了总结和展望。本文的研究旨在说明,面对不同的服务对象,企业只有构建出一个富有特色的服务品牌,才能够充分体现出企业的核心文化和价值观,借助服务品牌优化服务流程和标准,规范服务内容,为全面提升烟草商业企业文化的建设注入新鲜元素,从而增强企业的核心竞争力。更多还原

【Abstract】 Building a corporate culture with the times is a precondition for continuously improve their core competitiveness of enterprises, and is also the basic guarantee for the development of the success of business. At present, with the development of the service economy, more and more enterprises use the service as a cultural and a brand which will be incorporated into enterprise culture’s construction. Service culture and service brand have become one of the key elements of enterprises in market competition. Tobacco company as a business enterprise, how to combine industry and enterprise’s own characteristics to create service brand as the core competitiveness of corporate culture is placed in front of executives in an important subject.Combining the enterprise culture and the theory of service brand, this paper mainly introduces the theory of the enterprise culture and service brand, also introduces the relationship between enterprise culture and service brand. At the same time, it takes Shenyang Tobacco Company as an example and uses the questionnaires, literature reviews and other methods to analyses the construction of "Sunbird&Sunshine" culture very deeply. Also, it describes Shenyang Tobacco Company’s culture and its development in the present situation. The article summarizes what are the results and problems of the corporate culture. On this basis, combining those problems, the paper gives some good measures on how to build Shenyang Tobacco Company’s "Sunshine" service brand. Finally, the article summarizes the full-text and gives a prospect to the enterprise.The research wants to tell us that businesses should build a distinctive brand of service to fully embody the core culture and the values of enterprises when they faces with different clients. Through service brands optimize service processes, standards and standardize services. It is also injecting new elements into the tobacco business enterprise culture construction for upgreading, and also enhance the core competitiveness of company.更多还原