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品牌代表价值、地位、品质、承诺,还有更多无形的东西。从当今世界著名品牌成功轨迹来分析,未来的市场营销是跨越国界的无形品牌资产的竞争,拥有品牌资产就拥有了竞争的资产和市场,也正如美国人所讲:“Name is the game”,意思是“品牌决胜负”。 然而,鉴于中国改革开放只有短短的十几年时间,中国企业形象与产品品牌在国际市场的地位和影响尚不能令人满意,而国外品牌则凭着雄厚的品牌资产打开中国市场的大门,并日益占领中国市场,国际竞争打到了我们的家门口。
The brand represents value, status, quality, commitment, and more intangible things. From the analysis of the success trajectory of today’s world-famous brands, future marketing is the competition of intangible brand assets across national borders. With brand assets, we have competitive assets and markets. As Americans say: “Name is the game”, Means “brand is winning.” However, given that China’s reform and opening up took only a short period of more than 10 years, the status and influence of Chinese corporate image and product brand in the international market is still unsatisfactory, while foreign brands rely on strong brand equity to open the door to the Chinese market. And increasingly occupied the Chinese market, international competition hit our doorstep.