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随着经济的发展,中国企业已经意识到树立品牌形象是企业在激烈的市场竞争中立于不败之地的关键。但是与外资企业的品牌相比,国内企业时品牌的理解认识、创立、传播和品牌的管理维护尚且幼稚。在中国这个特殊的市场经济环境下,由于品牌管理理论的贫瘠以及实际操作经验的匮乏使得大多数企业走进了品牌生命周期的误区。中国品牌大都速成,而后便销声匿迹。纵观我国曾经轰动一时的品牌,它们无一幸免的最后走向衰退。中国企业的经营促使品牌衰退期的产生,并形成中国品牌所特有的品牌生命周期。
With the development of economy, Chinese companies have realized that establishing a brand image is the key to an enterprise’s invincible position in fierce market competition. However, compared with the brands of foreign companies, the understanding, creation, dissemination, and brand management of domestic brands are still naive. In China’s special market economy environment, due to the lack of brand management theory and the lack of practical experience, most companies have entered the brand’s life cycle misunderstanding. Most Chinese brands crashed and then disappeared. Looking at the brands that were once sensational in China, none of them survived the recession. The operation of Chinese enterprises has led to the emergence of a brand decline period and formed a unique brand life cycle for Chinese brands.