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伴随着中国的改革开放,中国营销也迎来了三十而立。经过市场经济的洗礼,一大批企业在各个行业崭露头角,它们中的一些佼佼者在销量和品牌力上有了巨大的提升,甚至在与跨国公司的竞争中亦不落下风。更为重要的是,它们根植中国土壤,创造了中国特色的商业模式,我们不妨称这些企业为“成功企业群”。我们仔细研究后发现,“成功企业群”有一个最重要的共同特质:就是具备在外部和内部环境变化时进行进化(即战略转型)的能力。这种能力又可以进一步体现为:正确的思维模式、完善的产品线和强大的产品力、准确的市场定位、强大的品牌力、完善的渠道布局和强大的管理能力。为了揭开“成功企业群”成功的奥秘,帮助更多的中小企业加入这一群体,本刊特邀专家张戟,撰写“21世纪中国成功企业群”大型、深度系列研究专题,本期专题为此系列文章之“品牌力篇”。
With China’s reform and opening up, China’s marketing also ushered in thirty. After a market economy baptism, a large number of enterprises emerge in various industries, some of them are outstanding in sales and brand strength has been greatly improved, and even in competition with multinational corporations will not take the plunge. More importantly, they rooted in China’s soil and created a business model with Chinese characteristics. We may well call these enterprises “successful business groups.” After careful examination, we found that “successful business groups” have one of the most important common characteristics: the ability to make evolution (ie, strategic transformation) as external and internal environments change. This ability can be further reflected as: the right mode of thinking, a sound product line and strong product strength, accurate market positioning, a strong brand power, improve the channel layout and strong management capabilities. In order to uncover the mysteries of the success of “successful business groups” and help more SMEs to join this group, our journalist Zhang Ji has authored a series of large-scale and in-depth series of research topics on “Successful Business Groups in China in the 21st Century” This issue of this series of articles “brand power articles ”.