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随着市场经济的发展,品牌的杠杆作用日益明显,企业对品牌的塑造也越来越重视,一个好的品牌可以让企业处于有利的竞争地位。但是中国企业在品牌塑造的过程中出现了很多问题。本文以品牌三角形模型为基础,具体分析中国快捷商务酒店——如家企业在发展过程中遇到的品牌核心和内部机制有效运作的断裂问题以及品牌没有个性化的问题,并提出增强品牌个性化塑造;强化品牌意识;选准战略品牌定位等建议。
With the development of market economy, the leverage of the brand becomes more and more obvious. Enterprises are also paying more and more attention to the shaping of the brand. A good brand can keep the company in a favorable competitive position. However, Chinese enterprises in the process of branding a lot of problems. Based on the triangle model of the brand, this paper analyzes the problems of the break-up of the brand core and internal mechanism that China Express Hotel-Ruijia Enterprise encountered in the course of its development, and the problem that the brand is not individualized. It also proposes to enhance the brand personality ; Strengthen brand awareness; select strategic brand positioning and other recommendations.