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随着经济的发展,品牌已被认为是企业参与市场竞争的尚方宝剑,“品牌管理”的呼声也风起云涌。然而千篇一律的“宝洁”式管理并不可取,品牌管理也并非医治百病的灵丹妙药。企业的行业特点不同,自身情况不同,品牌管理在企业管理中的定位也有所不同,那么,如何精准定位呢?一、品牌管理的两种主要模式不同行业、不同实力的企业,其品牌管理各具特色,既有“宝洁”式的全方位多层次的品牌管理,也
With economic development, the brand has been considered as a corporate sword to participate in market competition, “brand management ” voices are surging. However, stereotyped “Procter & Gamble ” management is not desirable, brand management is not a panacea for cure. The characteristics of different industries, their own different situations, brand management in the management of the business is also different positioning, then, how precise positioning? First, the two main modes of brand management Different industries, different strength of the enterprise, its brand management Unique, both “Procter & Gamble ” all-dimensional multi-level brand management, also