如果把上个世纪看成是产品力时代,那么这个世纪无疑已经迈入了品牌力时代。在产品力时代,一个企业只要拥有好的产品就能够在市场上获得成功,而在品牌力时代,企业要想获得真正的成功,关键在于是否拥有被消费者认同和喜爱的品牌。生产企业如此,商业企业亦如此。请看天津一商集团如何用品牌打造天津商业航母。 2000年6月初,一个由法国著名学者组成的旅行团来到天津一商集团友谊商厦购物。在商场,他们惊奇地发现,这里不仅有极具中国特色的丝绸、文房四宝、茶叶等,还有来自世界各地知名品牌的商品,旅行团的玛丽小姐竟然买到了纯正的法国食品。 If we regard the last century as an era of product power, then this century has undoubtedly entered the era of brand power. In the era of product power, an enterprise can succeed in the market as long as it has a good product. In the era of brand power, the key to a company’s success is whether it has a brand that is recognized and loved by consumers. This is true of production companies, and so are commercial enterprises. Please see how Tianjin Yishang Group used its brand to build a Tianjin commercial aircraft carrier. In early June 2000, a group of well-known French scholars came to Tianjin Yishang Group Friendship Shopping Building for shopping. At the mall, they were amazed to discover that not only were there silks with Chinese characteristics, four treasures in the study, tea, etc., but also products from well-known brands from around the world. Ms. Mary of the tour group actually bought pure French food.