东方论坛—青岛大学学报（社会科学版）

青岛市被称为"品牌之都",拥有中车四方、海尔、海信等一批具有较高国际知名度的企业。品牌是城市的象征,也是企业赖以生存和发展的基石,在"工匠精神"传播环境中,企业的品牌塑造与其具有深刻的联系。如何理解"工匠精神"的内涵,驾驭新媒体传播渠道,探索"工匠精神"传播规律,并与青岛新旧动能转换相结合,是目前企业品牌传播和研究者面前的一大难题。本文以青岛知名企业"工匠精神"的传播为例,探讨企业品牌塑造的对策。

Known as a "city of brands", Qingdao has a number of enterprises with high international prestige such as CSR Sifang, Haier and Hisense. Brands are the symbols of a city and the cornerstone for the survival and development of enterprises. In the communication environment of "craftsmanship", brand building of enterprises is deeply connected with it. How to understand the connotation of the "craftsmanship", control the channels of new media communication, and explore the rule of spreading the craftsmanship, and combine it with the replacement of old growth drivers with new ones in Qingdao is a big problem facing the enterprise brand communication and relevant researchers. Taking as an example the spread of the "craftsman" of famous enterprises in Qingdao, this paper aims to explore the countermeasures of building enterprise brands.