摘要
应对加入WTO,国内企业的主要出路在于尽快提升管理水平。但目前企业的管理现状令人担忧,在营销管理方面表现为我们的大部分品牌的销售状况较国外同类品牌差距太大,且在很大程度上源于营销管理水平的落后。基于此因,本文从系统的角度对品牌定位问题进行了探讨,提出和分析了品牌定位系统的基本框架结构,并用一个实例加以说明。
The improvement of management levels is the key for domestic firms to comp ete with foreign companies under the market background with the approaching of C hina' s WTO emtry.But the present state of domestic firms ' management is worrisome.There is a wide gap in marketing management between domestic brands and foreign brands a nd most of which can be attributed to t he gap in management levels between domestic and foreign firms.From this starting point,the article discusses the positioning of brand s systematically and establishes a basic framework of brand positionin g system which is demonstrated by a case.
出处
《重庆商学院学报》
2001年第4期73-75,共3页
Journal of Chongqing Institute of Commerce
