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【案例介绍】清河毛纺织厂是一个主要以经营毛精纺面料为主的服装企业,产品属上游产品,发展名牌战略是该厂的一大优势,以名牌打入市场,走向国际服装业。该厂的经营者认为,发展名牌应以市场为导向,根据市场来开发产品和加工新产品。在这一指导思想下,他们首先扩大企业的知名度,他们认为企业的知名度要胜过产品牌子的知名度。也就是说,在客户和消费者心目中,清河毛纺织厂要比“溥利”牌精纺呢绒更
【Case Profile】 Qinghe Woolen Textile Factory is a garment enterprise mainly engaged in the operation of woollen worsted fabrics. The product is an upstream product. The development of a brand strategy is a major advantage of the plant. It enters the market with brand names and goes to the international garment industry. The operators of the plant believe that the development of brand names should be market-oriented and develop products and process new products based on the market. Under this guiding ideology, they first expand the popularity of the companies. They think that the visibility of a company is better than the visibility of a product brand. In other words, in the minds of customers and consumers, Qinghe Woolen Textile Factory is better than “Kerry Lee” brand worsted woolen cloth.