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从2006年的视角回望2005年甚嚣尘上的中国市场,我们不难发现在商业刊物的版面上有两个字格外醒目,那就是:品牌。以往在中国市场上享有崇高地位的国际知名品牌,开始面对越来越理性的中国消费者的诘难,其品牌溢价能力开始受到质疑。中国企业在经过了二十多年改革开放的发展后,已深谙商业运作之道。本土品牌的影响力也广为各企业家所认知,创新成为了品牌营销的主旋律。品牌的公众形象,成为了各行各业关注的焦点,甚至吸引了非营利组织的目光。本土品牌与国际品牌开始在国内国际两个市场上,展开了激烈的竞争, 以往只局限在欧美市场的奢侈品品牌,将目光转向了东方。随着企业对于品牌重视程度的增加,传播媒介作为品牌形象塑造所必不可少的依托,自然而然从中获取了更多的利益。 2005年有太多的品牌故事,而每个故事的背后都闪烁着品牌管理理论的光芒,让我们透过故事的表面去探寻那些多彩的品牌管理理论。
Looking back to the rampant Chinese market in 2005 from the perspective of 2006, we can easily find that there are two words that stand out in the commercial publication layout: brand. In the past, the internationally renowned brands enjoying a high status in the Chinese market started to face the challenge of more and more rational Chinese consumers and their brand premium ability began to be questioned. After more than 20 years of reform and opening up, Chinese enterprises have become well versed in the business operation. The influence of local brands is also widely recognized by entrepreneurs, innovation has become the main theme of brand marketing. The public image of the brand has become the focus of all walks of life, and even attracted the attention of non-profit organizations. Local brands and international brands started fierce competition in both domestic and international markets. In the past, luxury brands, which were limited to the European and American markets, turned their eyes to the East. As businesses pay more attention to the brand, the media, as an indispensable support for shaping the brand image, naturally gains more benefits from it. There are too many brand stories in 2005, and behind the story of each brand of glittering light of the theory of management, let us explore the surface through the story of those colorful brand management theory.