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林业企业的竞争不仅包括产品和服务的竞争,更重要的是无形资产的竞争,尤其是品牌资产的竞争。文章在深入分析我国林业企业品牌资产价值偏低的原因的基础上,进行了提高我国林业企业品牌资产价值增值的策略设计。提出应注重被消费者认同的企业文化和品牌文化构建与传播,充分利用技术市场和资本市场,实现一体化集团式经营,提高林业企业在国内外市场的竞争能力。
The competition of forestry enterprises includes not only the competition of products and services, but also the competition of intangible assets, especially the competition of brand assets. Based on the in-depth analysis of the causes of the low value of brand equity in China’s forestry enterprises, the article has carried out the strategy design of raising the value of brand equity in China’s forestry enterprises. It is suggested that enterprises should pay attention to the construction and spread of corporate culture and brand culture recognized by consumers, make full use of technology market and capital market, realize integrated group management and improve the competitiveness of forestry enterprises in domestic and overseas markets.