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与价格、促销、广告相比,品牌是一个更难驾驭的竞争工具。市场经济以来,中国务业,在不同的时期都生产过自己的品牌,但大都逃脱不过各领风骚三、五年的命运,“品牌泡沫”现象较为严重。从某种意义上来讲,在中国,企业对品牌的认识以及如何使用品牌这个营销工具,到今天仍然是一道无法跨越的槛。 围绕品牌文化这一主题,本期记者采访了著名社会活动策划者艾丰以及中国海洋大学法学院副教授刘华义先生。请他们从品牌文化的深层角度阐述了品牌是无形资本以及品牌价值与文化力的内质关联。 现刊发,以飨读者。
Brands are a more difficult competitive tool than prices, promotions, and advertising. Since the market economy, China’s business has produced its own brand at different times, but most have escaped the fate of three or five years, and the “brand bubble” phenomenon is more serious. In a sense, in China, the company’s understanding of the brand and how to use the brand as a marketing tool is still an insurmountable challenge. Focusing on the theme of brand culture, this issue of the reporter interviewed Ai Feng, a well-known social activity planner, and Mr. Liu Huayi, an associate professor of Law School of China Ocean University. Ask them to elaborate on the brand’s intangible capital and the internal quality of brand value and cultural power from the perspective of brand culture. Now published to readers.