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社会经济变革中的中国企业家,对品牌的认知和概念的形成也不过是近几年的事。品牌究竟是什么,如何去建立、推广和管理,我们不仅缺乏一套系统的理论,实践层面的操作更没有经验。统观1996年中国名牌榜和品牌资产评估排行榜,再看看1997年报章杂志对民族品牌所谓危机的探讨和研究,所有的品牌视野里只有电视机、香烟、白酒、空调、牙膏、洗衣粉等各类有形产品,服务类品牌几乎是空白。权且先不要抱怨和指责中国人的品牌概念是多么的欠缺和狭隘,目前,人们对品牌的认识还大多停留在有形的产品范畴之内,企业家对建立
The Chinese entrepreneurs in the socio-economic reforms, but also the formation of the brand’s cognition and concept is only in recent years. What is the brand, how to establish, promote and manage, we not only lack a set of system theory, but also have no experience in practice. Looking at the list of China’s top brand names and brand equity assessments in 1996, and then looking at the so-called crisis of national brands in newspapers and magazines in 1997, all brand visions were TVs, cigarettes, liquor, air conditioners, toothpaste, and detergents. Such as all kinds of tangible products, service brands are almost blank. Right now, people don’t complain about and criticize the concept of the Chinese brand is how deficient and narrow, at present, people’s understanding of the brand still mostly stay in the tangible product category, entrepreneurs to establish