超越品牌均势

• 作 者: 尹启华 谭建勋
• 出 处: 上海企业
• 发表日期: 2000年03期
• 关键词: 同类品牌 优势品牌 广告效果 广告促销 洗发水 研发投资 市场占有率 多品牌策略 竞争品牌 美国宝洁公司

“８０年代是产品经营时代，９０年代是资产经营时代，下个世纪则是品牌经营时代”，这是北京名牌资产评估事务所对我国企业经营与发展轨迹的描述。事实上，自９０年代中期以来，我国商品市场彻底走出了短缺经济的阴影，大量商品供过于求，市场竞争日趋激烈；国外商品和资本的?

“The 1980s is the era of product management, the era of asset management in the 1990s and the era of brand management in the next century.” This is a description of the track of operation and development of Chinese enterprises by the Beijing Top Brand Asset Appraisal Firm. In fact, since the mid-1990s, China’s commodity market has completely shaken the shadow of a shortage economy. As a result, a large number of commodities have been oversupplied and their market competition has become fiercer. Foreign goods and capital?