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在市场经济竞争中,企业都认识到质量好的产品并不一定销路就好。质量相差无几、同类同规格的两种品牌的产品销路迥异。出现这种情况的一个主要原因就是他们的品牌知名度不同。因此,企业都力争扩大其品牌的知名度,树立一个优秀品牌的形象。本文介绍几则借助名牌来达此目的的策略:一,与名牌配套1984年,惠普公司开发了便携式小型计算机用的喷墨智慧打印机和激光打印机,与“蓝色巨人”IBM 公司的产品配套使用。惠普公司由此打出广告:“我们的产品能和 IBM 公司的产品相互交谈”。“惠普”借助“蓝色巨人”无声的介绍向扬名世界,逐步成为一著名品牌。惠普公司的经验是:找一个名牌用户,集中某一方面的优势,开发生产与
In the market economy competition, companies recognize that good products do not necessarily sell well. Quality is almost the same, two brands of the same type of products have a different market. One of the main reasons for this is that their brand awareness is different. Therefore, companies are striving to expand their brand awareness and establish a good brand image. This article describes several strategies that use brand names to achieve this goal: First, in conjunction with brand names. In 1984, Hewlett-Packard Co. developed the inkjet smart printers and laser printers for portable small computers, and the products of “Blue Giants” IBM. Supporting the use of. Hewlett-Packard Company thus advertised: “Our products can talk with IBM’s products.”. “HP” with the help of the “Blue Giant” silent introduction to the famous world, and gradually become a famous brand. Hewlett-Packard’s experience is: to find a brand-name users, focus on the advantages of a certain area, develop and produce