CAJ | 학술논문

品牌战略是组织将品牌作为核心竞争力，以获取差别“利润”与“价值”的一种管理战略。品牌战略的本质是塑造出组织的核心专长，从而确保组织在长远发展中形成良好稳定的价值形象，以提高公众对其的认可度、忠诚度，进而解决影响彼此心理契约不和谐的问题。从“枫桥经验”到“济南交警”、“本溪公安”，警察队伍中塑造了一个个典型的组织“品牌”，对警察品牌战略的研究，为警察实践部门理性看待和解决队伍建设中的瓶颈问题提供了新的视野。
품패전략시조직장품패작위핵심경쟁력，이획취차별“리윤”여“개치”적일충관리전략。품패전략적본질시소조출조직적핵심전장，종이학보조직재장원발전중형성량호은정적개치형상，이제고공음대기적인가도、충성도，진이해결영향피차심리계약불화해적문제。종“풍교경험”도“제남교경”、“본계공안”，경찰대오중소조료일개개전형적조직“품패”，대경찰품패전략적연구，위경찰실천부문이성간대화해결대오건설중적병경문제제공료신적시야。
Brand strategy is a kind of management strategy in which an organization regards brand as core competitiveness to gain differential profit or value. The nature of this theory is to find the core specialty of the organization and form a good and stable image of value in the long run, to raise the loyalty of the public and solve the problems that affect the psychology of both sides. There are a number of brands in police organs such as Fengqiao Experience, Jinan Traffic Police and Benxi Police. Studies on the brand strategy of the police provide new views for the tem building in the police.