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依据1995-2009年的“央视标王”发展历程说明中国企业实施品牌管理的意义,指出目前我国企业在品牌管理中存在的问题,提出化解企业品牌危机的关键是提高企业的内在管理水平,对品牌进行合理定位并实施整合营销传播,加强品牌创新,对品牌实施危机管理,增强企业的竞争力和抵御风险的能力,最终获得消费者的认可。
According to the development history of “CCTV Standard King” in 1995-2009, this paper illustrates the significance of Chinese enterprises in implementing brand management, points out the problems existing in the brand management of Chinese enterprises at present, and proposes that the key to resolving the corporate brand crisis is to improve the internal management level of enterprises , The brand positioning and the implementation of integrated marketing communications, strengthen brand innovation, the implementation of the brand crisis management, enhance the competitiveness of enterprises and the ability to resist risks, and ultimately get the approval of consumers.