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现代企业的竞争更多地表现为品牌的竞争,品牌管理在企业管理中的重要性不断提升。正确认识品牌生命的发展历程对于品牌管理的重要性不言而喻,而目前国内外对品牌生命历程的探讨仍然处于争论阶段,尚未形成统一的理论。本文通过归纳总结,确认国内外学者对品牌生命发展历程的观点分为品牌生命有限论和无限论两个方向,并且这两种观点均存在不足。同时,本文认为品牌可以没有生命结束期,并通过对茅台和IBM两个案例的深入分析,探讨了品牌生命不会结束的原由。
The competition of modern enterprises is more manifested in the brand competition, and the importance of brand management in business management is constantly improving. Correct understanding of the history of the development of brand life for the importance of brand management is self-evident, and at home and abroad to explore the brand life history is still in the debate stage, not yet formed a unified theory. This article summarizes and concludes that domestic and foreign scholars’ perspectives on the history of brand life are divided into two directions: limited brand life and infinite theory, and both of them have shortcomings. At the same time, this article argues that the brand can have no end of life, and through the analysis of two cases of Maotai and IBM, to explore the reasons why brand life will not end.