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一、市场经济呼唤企业名牌 随着我国社会主义市场经济的发展和对外开放的扩大,特别是加入WTO之后,市场竞争日趋激烈。这种竞争已由以物美价廉取胜的“一次竞争”,转入既要物美价廉又要服务优良、品牌驰名的“二次竞争”。在这种形势下,企业实施名牌发展战略十分必要。 名牌,从狭义上讲,是具有举世公认的经济价值很高的“驰名商标”;从广义上讲,是驰名商标、商品及企业三者的统一体。其特点是:商标代表的商品质量可靠,
First, the market economy calls for corporate brand With the development of China’s socialist market economy and the opening up to the outside world, especially after joining the WTO, the market has become increasingly fierce. This kind of competition has been transferred from “a competition” to winning with a fair price, and to “recommencement of the second competition” that requires both good quality and low price but also excellent service and a well-known brand. In this situation, it is necessary for companies to implement a brand-name development strategy. Brand names, in a narrow sense, are world-recognized “well-known trademarks” with high economic value; broadly speaking, they are the unity of well-known trademarks, commodities, and companies. Its characteristics are: the quality of the goods represented by the trademark is reliable,