摘要
品牌是企业和产品的象征和代表,品牌在企业的营销活动中发挥着重要作用。探讨批发企业的名牌代理战略对于批发企业的经营业务与长远发展具有十分重要的现实意义。选择战略、竞争战略、维护战略是名牌代理战略中不可或缺的三个组成部分。实施名牌代理战略的批发企业应该正确理解名牌代理战略的意义和处理好三者之间的关系,并需依照三者的关系,有计划有步骤地循序推进。
Famous brand stands for the image of an enterprise and its products, which plays a crucial role in the enterprise' s marketing activities. Therefore it is of great significance to a wholesale enterprise' s business and long - term development that we explore the strategy for its brand agency. The strategy for the agency consists of three indispensable sections-alternative strategy, competing strategy and the strategy for maintaining thebrand product.
出处
《上海大学学报（社会科学版）》
CSSCI
2002年第5期71-75,共5页
Journal of Shanghai University(Social Sciences Edition)
关键词
批发企业
名牌代理战略
名牌
选择战略
竞争战略
维护战略
famous brand
strategy for famous brand
alternative strategy
competing strategy
strategy for maintaining the brand product
