论文部分内容阅读
21世纪已经进入了品牌消费时代,许多企业凭借自身独特的风格、气质、文化特质打造品牌,以品牌搏击市场,同时,消费者也把自己的消费需求定位在对品牌的选择上。近日,各大知名品牌频频被曝光的质量问题,让我们不得不对品牌消费时代这种“以品牌指引消费”的市场选择方式给予更多的理性思考。如何用全新的理念打造品牌、营造一个健康有序的品牌消费时代,这是一个需要社会各界关注、思考、探讨、解决的课题。作为资深营销专家的王毅强先生结合自己成功打造“欢乐田园”品牌的实践,同笔者就这一话题进行了交流与探讨。
The 21st century has entered the era of brand consumption, many companies with their own unique style, temperament, cultural characteristics of creating brands to fight the brand market, at the same time, consumers also put their own consumer needs positioning on the brand choice. Recently, the quality problems frequently exposed by famous brands have forced us to give more rational thinking to the market choice mode of brand consumption in the era of brand consumption. How to build a brand with a brand new concept and create a healthy and orderly brand consumption era is a topic that needs attention, thinking, discussion and solution from all walks of life. Mr. Wang Yiqiang, a senior marketing expert, combined with his own successful practice of creating “Happy Farm” brand, exchanged and discussed this topic with the author.