论文部分内容阅读
成功的品牌对企业的重要性不言而喻,一方面成功的品牌能够使其所代表的产品或服务从众多的竞争者中突显出来,更重要的是品牌可以超越具体的产品形态,利用品牌知品度、美誉度和忠诚度扼制竞争者,形成长期的竞争优势,乃至获取垄断利润。建设一个成功的品牌绝非一朝一夕所能完成的,能否成功要受再多因素影响,对实力弱小的我国中小企业来说,更是困难重重。创建品牌的工作是一项艰苦细致的工作,要耗费大量的时间,需要企业多年甚至数十年的不懈努力。世界上绝大多数的知名品牌都有数十年乃至上百年的历史,而我
The importance of a successful brand to an enterprise is self-evident. On the one hand, a successful brand can highlight the product or service it represents from many competitors. More importantly, the brand can transcend the specific product shape and utilize the brand Know the quality, reputation and loyalty to curb competitors, the formation of long-term competitive advantage, and even access to monopoly profits. Building a successful brand can not be accomplished overnight, success depends on more factors, and it is even more difficult for the small and medium-sized SMEs in China that are weak. Creating a brand is a painstaking and meticulous work, which takes a lot of time and requires the tireless efforts of the enterprise for many years or even decades. Most of the world’s most famous brands have decades or even centuries of history, and I