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名牌,这一颇具魅力的字眼,时下已成为社会关注的热点,受到各方面的青睐:消费者追求名牌,将之作为实力和身份的象征;企业争创名牌,寻找成功之路;各地政府纷纷制定名牌战略,实施名牌工程,把发展名牌作为振兴经济的突破口;国务院有些部委也作出了“创牌、联牌、扩牌”的规划,提出了发展名牌的目标。然而,创名牌绝不是一朝一夕所能奏效的,也不可能仅靠高额的广告投入“吹”出来。它是一项艰巨的系统工程,必须从全方位着眼,从基础工作着手,以求实的精神达到求名的目的。本文仅站在企业的角度,借鉴国内外一些企业成功的经验,探索我国企业的创名牌之路。一、定位——创名牌的基础名牌的魅力来自
Brand name, this very attractive words, nowadays has become a hot topic of social concern by all sectors of favor: consumers to pursue brand names, as a symbol of strength and identity; enterprises striving for brand names to find the road to success; all local governments have The development of brand-name strategy, the implementation of brand-name projects, the development of brand name as a breakthrough to revitalize the economy; some State Council departments also made a “card, the United card, expansion card,” the plan put forward the development of brand-name goals. However, a brand name can never be effective overnight, it is impossible to rely on high advertising investment “blowing” out. It is a formidable systematic project. It must proceed from all directions and proceed from the basic work to achieve the goal of seeking truth from facts. This article only stands on the angle of the enterprise, draws lessons from the successful experience of some enterprises at home and abroad, and explores the way of the brand-name of our country’s enterprises. First, the positioning - a brand-name brand name charm comes from