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区域品牌企业突围外地市场应先做增量,再做乘量。增量是在局部市场集中突破,乘量则是找到模式后再迅速铺开。所谓区域品牌,指的是市场主要集中在某一个或几个特定省份、特定市场,在特定的区域具有相对较高的知名度、市场占有率以及品牌影响力的二三线品牌。这些品牌依托良好的产业发展环境,抓住改革开放30年经济快速增长的机遇,在区域市场迅速崛起。可以说,它们机遇式品牌。然而,当外在环境发生变化、之前的资源优势不复存在
Regional brand business breakthroughs in the foreign market should first increase, do multiplication. Increment is concentrated in the local market breakthrough, the multiplier is to find patterns quickly spread. The so-called regional brand, refers to the market is mainly concentrated in one or several specific provinces, specific markets, in a particular area has a relatively high visibility, market share and brand influence of the second and third tier brands. Relying on a sound industrial development environment, these brands seize the opportunity of rapid economic growth in the 30 years of reform and opening up and rapidly rise in the regional market. It can be said that they are opportunistic brands. However, when the external environment changes, the previous resource advantages cease to exist