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从品牌层次的角度,有超级品牌和顶级品牌两种说法。通过对海尔的深度调研,我们认为海尔品牌是超级品牌。日本品牌专家、东京大学经济系教授片平秀贵在其著的《超级品牌的本质》一书中提出了“超级品牌”的标准:“第一,经营历史在20年以上,第二,被全世界认可。”①海尔品牌具有25年的历史,已被美国、日本、欧盟、澳大利亚、新西兰、印度、巴基斯坦、中东地区、东南亚地区的消费者认可,显然海尔品牌符合这两个条件,是超级品牌。一、从经济学意义看,海尔品牌降低了消费者的选择成本
From the brand level perspective, there are two kinds of super brands and top brands. Through in-depth research on Haier, we believe that the Haier brand is a super brand. Japanese brand expert and professor of the Department of Economics of the University of Tokyo Katsuke Hirao in his book “The Essence of Super Brands” puts forward the “super brand” standard: “First, the operating history is over 20 years, the second , is recognized worldwide.”1 Haier brand has 25 years of history, has been recognized by consumers in the United States, Japan, the European Union, Australia, New Zealand, India, Pakistan, the Middle East, Southeast Asia, it is clear that the Haier brand meets these two The condition is a super brand. First, from the perspective of economics, the Haier brand reduces consumer choice costs