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21世纪的企业竞争已全面步入品牌竞争时代,品牌成长的健康与否牵一发而动全身,直接动摇着企业赖以生存和发展的基础。而某种品牌之所以被市场接受,它实际上在消费者心目中成功地建立了一种承诺,这种承诺一旦遭到破坏,就有可能招致消费者品牌忠诚的流失。因此,信守承诺对品牌发展至关重要。产品质量,能否一如既往品牌质量是消费者最关心的品牌特征,也是品牌立足于市场首当其冲的关键要素。正如索尼公司缔造者盛田昭夫所说:“产品是企业市场的生命,质量是企业
Enterprise competition in the 21st century has entered the era of brand competition in an all-round way. The healthy growth of a brand is affected by the unfolding of the whole body, which directly shakes the foundation on which an enterprise depends for its existence and development. The reason why a brand is accepted by the market is that it actually succeeds in establishing a promise in the minds of consumers. Once such a promise is damaged, it may lead to the loss of consumer brand loyalty. Therefore, keeping the promise is crucial to brand development. Product quality, whether as always, brand quality is the most concerned about the brand characteristics of consumers, but also the brand based on the market bear the brunt of the key elements. As Sony founder Akio Morita said: ”Product is the life of the enterprise market, the quality of the enterprise