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1987年1月1日,广东人黄光裕以北京珠市口一家100平方米左右的小门店,成立了国美电器,单纯经营进口合资品牌彩电。1990年,张近东开始创业,当时也只是经营一家位于南京的专营空调的小公司。谁也没有想到,这两家毫不起眼的小企业,会在以后的十几年时间里,改写了中国家电零售市场的格局,掀起了中国零售市场的一轮又一轮惊涛骇浪。亟需逾越的品牌陷阱中国企业经常是品牌的传播与品牌的表现缺乏定位,企业的经营活动与品牌应该具备的形象背离,往往导致品牌脱离经营行为,品牌管理成为营销部门的事情,其结果是:品牌成了一件漂亮的外衣。国美和苏宁都到了应该反思自身品牌战略的时候了。
January 1, 1987, Cantonese Huang Guangyu to a bead store of about 100 square meters in Beijing Zhu Shikou, the establishment of the Gome, purely imported joint venture brand TV. In 1990, Zhang Jindong started his business, at that time he was only running a small company specializing in air conditioners in Nanjing. No one thought that these two small businesses with humble beginnings will rewrite the pattern of the retail market for home appliance in the next ten years or so and set off a series of stormy waves in the retail market in China. Urgent Need for Surpassing Brand Traps Chinese enterprises are often the brand of communication and brand performance of the lack of positioning, business activities and brand should have the image of departure, often leading to brand out of business practices, brand management has become a marketing department, the result is The brand has become a beautiful coat. Gome and Suning have come to the time to reflect on their own brand strategy.