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品牌赋予产品无形的生命和鲜明的个性,产品或因品牌而生机盎然,或因品牌而悄然失色。综观彩电行业品牌发展的艰辛历程,有的虽曾名不见经传,但创造了由小及大的辉煌,有的虽曾雄霸一方,但却陷入由强渐弱的困境。考察当今的彩电业竞争环境,两条发展路径已经十分明显:技术形态走向数字化、平板化;业务形态走向国际化、垂直化。这两条路径的黄金交叉,构成企业的品牌竞争力,意味着品牌的重构甚至涅磐。以下,笔者结合SVA的品牌建设实践,分析探讨对中国彩电业品牌建设的一些思考。
The brand gives the product intangible life and distinctive personality, products or because of the brand vitality, or because the brand quietly disappeared. Looking at the difficult process of brand development in the TV industry, although some have been unknown, but created by the small and large glory, while some have dominated the party, but fell into a dilemma. Examining the competitive environment of the color TV industry today, two development paths have been very clear: the technical form of digital, flat; business model to internationalization, verticalization. The golden intersection of these two paths constitutes the competitiveness of the brand of the enterprise, meaning that the brand is even reborn. The following, the author combines SVA brand building practice, analysis of China’s color TV industry brand building some thinking.