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品牌战略是企业参与国内、国际竞争的需要。当今的市场竞争,就是品牌的竞争。发达国家对发展中国家的经济策略,最早是输出产品,而后输出资本和技术,现在则是输出品牌。它们知道,这样靠无形资产来赚钱,最省事、最牢靠、最长远。我国许多企业生产的产品,一旦采用先进的管理和技术,并贴上外国厂商的商标,其售价将上涨10倍,甚至20倍!原因就在于,名牌产品与一般产品不同,它包含着名牌企业为塑造名牌而投入的大量非品质劳动,所以名牌不但给公众物质上的满足,而且给公众精神上的满足,是精神文明成果与物质文明成果的统一。而打造品牌和树立企业形象正是公共关系可以发挥作用的领域。
Brand strategy is the need of enterprises to participate in domestic and international competition. Today’s market competition is the brand’s competition. The economic strategy of developed countries for developing countries is to export the products as soon as possible, then to export capital and technology and now export the brands. They know that such a way to make money on intangible assets is the most economical, the most reliable and the longest. Many Chinese enterprises produce products once the use of advanced management and technology, and paste the foreign manufacturers of trademarks, the price will rise 10 times, or even 20 times! The reason is that brand-name products and general products, it contains a famous brand Therefore, the brand not only satisfies the public with the material but also satisfies the public with the spirit. It is the unification of achievements of spiritual civilization and achievements of material civilization. Building brands and building a corporate image are areas where public relations can play a role.