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广东省政府去年提出要实施名牌战略,与此同时,国内有20多个省市也相继制订实施名牌战略。什么是名牌?如何创名牌?又怎样保名牌?这都是现今企业界、理论界研究的重要课题。就广东而言,目前“广货”的发展正处在一个“围城时期”。即城内的“广货”欲冲出去,城外的商品想闯进来。“广货”面对这种竞争异常激烈的市场格局,将以什么样的优势实行可持续发展的战略?这里,可将广东企业的发展自改革开放至今的历程分为四个阶段:——产品力阶段。即强调产品的使用价值,抓住市场的空白和
The Guangdong Provincial Government proposed to implement a brand-name strategy last year. At the same time, more than 20 provinces and cities in China have successively formulated strategies for implementing brand names. What is a brand name, how to create a brand name, and how to protect brand names? These are important topics for the study of the corporate world and the theoretical community. As far as Guangdong is concerned, the current development of “broad goods” is in a “peripheral period”. In other words, the city’s “broad goods” wants to rush out, and the goods outside the city want to come in. In the face of this extremely fierce market structure, what kind of advantages will be used to implement the sustainable development strategy? Here, the course of development of Guangdong enterprises since the reform and opening up can be divided into four stages:- - Product force phase. That emphasizes the use value of the product, seizes the market gap and