摘要
21世纪将是以品牌竞争为主要形式名牌竞争为主宰的时代,品牌经营已是势在必行。然而中小企业由于起步晚、基础薄弱、经验不足等原因,在品牌经营中存在很多误区,使中小企业处在一种两难境地中。中小企业要获得长久生存和前瞻性的发展,就要在实施品牌战略时既有宏观的把握,又有在对品牌内涵深刻理解的基础上实施品牌战略的规划,特别是品牌文化战略是中小企业取得无可替代的竞争优势的关键。
in the 21st century, brand competition will take the dominant form of competition. Brand operation is imperative. However, because of late-developing, weak foundation, scarce experience etc., small-and-medium-sized businesses have a lot of misunderstanding of brand operation, which leads them into a hard condition. If they want to get long survival and foresight development, they would not only have macroscopic assurance when implementing brand strategy, but also have the programs for strategic brand on the basis of deeply understanding the brand. Thus, special emphasis should be laid on culture brand strategy which is the key to small and medium businesses to get the competitive advantage.
出处
《商业研究》
北大核心
2003年第11期105-108,共4页
Commercial Research
