摘要
品牌战略是企业在日趋激烈的竞争环境中,面临产品、技术与服务日趋同质化的形势下,谋求以品牌创造差异化的战略抉择。在当今品牌角逐的时代,任何一个品牌都开始于中小企业,企业靠品牌生存,市场靠品牌整合,地方靠品牌发展,国家靠品牌振兴。品牌所具有的无形资产价值,品牌产品所包含的质量价值和商标的价值,将使品牌给企业承包带来巨大的经济效益。本文就创新品牌的必要性及创建品牌时应注意的问题进行探讨,并提出了品牌建设中的相应对策。
The Brand Strategy is a strategic choice to create variation when enterprises are faced with competition with product, technical and service homogenization. The brand has the intangible asset value including quality value and trademark value which will bring great economic benifet to enterprises. This paper carries on the discussion on the necessity of creating brand and puts forword some on brand construction.
出处
《黑龙江对外经贸》
2008年第5期49-51,共3页
Heilongjiang Foreign Economic Relations and Trade
关键词
品牌战略
名牌产品知名度
贴牌策略
Brand strategy
brand- name products visibility
OEM strategy
