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名牌,是当今中国一个炙手可热的话题。政府倡导名牌,学者研究名牌,企业创造名牌,媒体宣传名牌,正如中国质量管理协会理事长宋季文所言,21世纪将是名牌争夺天下的世纪。余明阳博士的新著《名牌战略》受到各界的广泛欢迎,这部25万字的著作,有如下几个特点: 一、体系完整,层次分明余著为名牌的界定,名牌的价值与功能,名牌的文化积淀,名牌产生的背景,名牌的定位,名牌的CIS策划和设计,名牌产生的传播结构,名牌的产生模式,名牌的维系与延伸,名牌的评定方法,名牌的保护,中国的名牌战略等12章,构成横向概念、纵向过程、现实应用三大板块,环环相扣,层层深入,体现出逻辑与历史相统一的原则。余著对名牌理论的归属作了一个定位,认为,简单地将名牌理论纳入任何一门学科的范畴,必然将导致盲人摸象的效果,以致于在细枝末节上纠缠不清,最终难以成为理论力量去指导创名牌的实
Brand names are a hot topic in China today. The government advocates brand names, scholars study famous brands, enterprises create famous brands, and media promotes brand names. As Song Jiwen, chairman of the China Quality Management Association, puts it, the 21st century will be a century where brand names compete for the world. Dr. Yu Mingyang’s new book “Strength Brand Strategy” has been widely welcomed by all walks of life. This 250,000-word book has the following characteristics: First, the system is complete, the level is clearly defined as the definition of famous brand, the value and function of the famous brand, the brand name Cultural heritage, brand name background, name brand positioning, brand name CIS planning and design, brand name propagation structure, brand name production model, brand name retention and extension, brand name assessment method, name brand protection, China’s brand strategy, etc. Chapter 12 constitutes the three major sections of the horizontal concept, vertical process, and practical application. They are interlocked and in-depth, reflecting the principle of unity of logic and history. Yu Yu made a position on the attribution of the famous brand theory, arguing that simply including the famous brand theory in the scope of any subject would inevitably lead to the blind and lingering effects, and that it would be difficult to be entwined in the minutiae. It would eventually be difficult to become a theoretical force to guide. Create a brand name