随着品牌理论与品牌战略研究的进一步发展和推广,中国企业也已经越来越重视品牌营销的重要性,特别是P&G类国际企业的品牌战略经验,更成为中国企业学习的典范。但是总的来看,品牌理论研究和实践的重点主要是一般的消费品品牌,而 With the further development and promotion of the research on brand theory and brand strategy, Chinese enterprises have also paid more and more attention to the importance of brand marketing. In particular, the brand strategy experience of P & G international enterprises has become a model for Chinese enterprises to learn more. However, in general, the focus of brand theory research and practice is mainly the general consumer product brand, and