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我们在审视品牌的时候,不难发现,自从品牌走进国际竞争时代后,我国的很多品牌只是昙花一现。而我国从改革开放从企业的产品竞争转变为品牌竞争,所以品牌管理越来越受企业的重视,甚至成为企业竞争力的源头活水。因此,本文运用企业管理学、文化学、经济学、心理学、市场学与财务管理学等知识去分析品牌的经营与管理、品牌战略管理以及品牌危机管理对当代企业竞争力的影响,把品牌资产作为核心,提高企业的竞争力作为主线,并提出了一系列企业竞争力的对策,为我国的企业竞争力发展奠定理论基础。
When we look at the brand, it is not hard to find that since the brand entered the era of international competition, many of our brands are only short-lived. And from the reform and opening up our country from the enterprise’s product competition to brand competition, so more and more brand management attention by enterprises, and even become the source of the competitiveness of enterprises living water. Therefore, this article analyzes the influence of brand operation and management, brand strategy management and brand crisis management on the competitiveness of contemporary enterprises with the knowledge of enterprise management, culture, economics, psychology, marketing and financial management, Assets as the core, improve the competitiveness of enterprises as the main line, and put forward a series of countermeasures for the competitiveness of enterprises, and lay a theoretical foundation for the development of China’s enterprises competitiveness.