摘要
考察我国企业品牌经营的现状,发现空洞化是一个普遍存在的问题,即使名牌亦仅仅是单纯的符号化,有广泛的知名度而少有足够的忠诚度,品牌缺少个性,品牌与产品之间未能形成良性的互动关系,品牌对消费者的购买决策的影响力非常有限,更少有清晰的、恒定的核心价值。可以说,我国企业急需品牌战略规划和战略管理,从而实现可持续的有竞争性的品牌战略。
Inanition is a ubiquitous problem in our brand management besides some famous brands. It is the result of lacking brand strategy for a long time. On the basis of analyzing the imortance of brand, this article points out the application and developnent of brand strategies abroad and the revelation of them, expecting to be advantage for enterprises to choose fight brand strategies.
出处
《哈尔滨商业大学学报（社会科学版）》
2005年第5期57-59,62,共4页
Journal of Harbin University of Commerce:Social Science Edition
关键词
品牌
品牌战略
品牌管理
自有品牌
brand
brandstrategies
brand management
private brand
