内部品牌是指企业在现有员工中树立的品牌形象，而内部品牌的培育则是通过让员工了解企业自身品牌的价值，使他们在工作时都能将这种品牌价值传递到每一项业务中，进而提高顾客的满意度和品牌认知度。因此，它不仅为企业树立自身品牌、实施品牌战略提供了新思路，还有利于增强企业在市场上的竞争力。本文简要概述了企业内部品牌与企业竞争力的内涵，并指出企业竞争力的来源及获取方式。然后分别从内部品牌培育与品牌建设、人力资源管理及企业文化建设这三方面的关系和相互作用来探讨其对增强企业竞争力的意义。最后本文讨论了我国企业内部品牌培育的现状，并针对这些现状提出通过内部品牌培育来增强企业竞争力的途径，从而提高我国企业在国内外市场上的竞争力。【关键词（本论文范文的主要论点）】内部品牌培育 企业竞争力 品牌建设Abstract
The internal brand refers to enhancing the corporate brand image among employees while the internal branding refers to the process to make the employees to have a thoroughly understanding regard the value of the corporate brand. That will help the companies to improve customers’ satisfaction as well as increasing the brand awareness. Therefore, it not only provides new ideas about building brands and implementing brand strategies, but also helps companies to enhance competitive capabilities in the market. This thesis briefly describes the meaning of internal brands and competitive advantages which based on the analysis of sources and methods of corporate competitive advantages. It confers on the positive effects of internal branding to enhance the competitive advantage based on three relationships and their interactions, such as the relationship among internal branding and brand building, human resources management as well as corporate culture. At the end of the thesis, it discusses the current conditions of internal branding in China. It also provides some methods which the Chinese companies can improve their competitive capabilities through internal branding in order to enhance their competitive advantages in both domestic and international market.
Keywords: internal branding competitive advantages
brand building
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