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品牌维护是企业经营管理的一项重要内容,有效的品牌维护是实现企业经营目标,是建立和保持与目标市场之间互利交换和关系的重要保证,对增强企业竞争力,提高企业经济效益,促进企业持续发展起着重要作用。然而,在我国现代企业中,品牌战略的实践还存在诸多问题,尤其在品牌维护上,许多企业做得尚有不尽人意之处。本文以“王老吉商标争夺战”这一案例为切入点,综合我国企业品牌维护的现状,对在品牌维护中存在的主要问题进行了分析,并提出了相应的解决对策。
Brand maintenance is an important part of business management. Effective brand maintenance is the key to achieving business objectives, establishing and maintaining mutually beneficial exchange and relationships with the target market, and is an important guarantee for enhancing the competitiveness of enterprises and raising the economic efficiency of enterprises. Promote sustainable development of enterprises plays an important role. However, in our country’s modern enterprise, there are still many problems in the practice of brand strategy, especially in brand maintenance, many enterprises still do not have satisfactory results. This article takes the case of “Wanglaoji trademark battle” as an entry point, analyzes the main problems existing in brand maintenance based on the status quo of brand maintenance in China, and puts forward corresponding solutions.