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2002年度青岛名牌产品日前公布了,在众多熟悉的“老面孔”背后,人们更加渴望一批又一批新生力量能够在未来脱颖而出,为青岛发展品牌经济注入活力。为此,寻找并打造青岛名牌第二梯队便成了焦点话题。就此,记者专访了青岛市经委主管品牌发展战略的副主任王君庭。记者:当务之急是培养和发展青岛名牌的第二梯队甚至第三梯队。就第一梯队的成功和第二梯队培养中需要借鉴的经验,请您谈谈品牌的成因。王君庭:品牌做大的背后,有着创造名牌和品牌的共性成因:技术优势,企业能够跟上时代的发展;产品优势,即产品有规模有质量;管理优势,主要体现在管理运作、成本降低等方面;企业竟争力优势,支撑着企业不断向前发展;文化特点,像海尔OEC为基础的文化,强调创造百年的海信文化以及青啤、双星的理念和模式等;还有企业的发展战略优势。上述只是名牌企业和产品的一些基本成因,还有更深层次的原因和优势,
In 2002, Qingdao brand-name products were announced recently. Behind many familiar “old faces,” people are even more anxious for a group of new-generation forces to stand out in the future and infuse vitality into Qingdao's brand economy. To this end, to find and build the second brand of Qingdao brand has become the focus of the topic. In this connection, the reporter interviewed Wang Junting, deputy director of Qingdao Economic Commission in charge of brand development strategy. Reporter: The top priority is to train and develop Qingdao brand-name or even the third tier echelon. On the success of the first echelon and the second echelon training need to learn from the experience, please talk about the cause of the brand. Wang Junting: behind the bigger brand, there are common reasons for creating famous brands and brands: technological advantages, enterprises can keep up with the development of the times; product advantages, that is, products have scale and quality; management advantages are mainly reflected in management and operation, and cost reduction ; Competitive advantage of enterprises, support the continuous development of enterprises; cultural characteristics, such as Haier OEC-based culture, emphasizing the creation of a century of Hisense culture and Tsingtao Brewery, Double Star philosophy and model, etc .; there are business development strategy Advantage. The above is only some of the basic reasons for brand-name companies and products, there are deeper reasons and advantages,