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经过三十多年的发展,我国安防企业的品牌建设逐步取得了良好的成绩,越来越多的企业将品牌建设作为企业发展的战略实施,但仍然有不少厂商的品牌建设未能深化到企业的更深层面,企业品牌呈现同质化的特征。2011年是安防行业“十二五”发展的开局之年,我国安防企业将进入一个快速壮大的发展时期。在新的时期,新的市场竞争下,安防企业必须进行品牌内涵的塑造,深挖品牌的核心价值。那么,怎样的品牌才是有价值的品牌?怎样才能摆脱品牌同质化?怎样让企业的品牌深入到用户的心中?就这些问题,本刊记者与安防业内知名品牌企业展开讨论,希望能够对安防同仁的品牌建设有所启发。
After more than three decades of development, the brand building of China’s security companies has achieved good results gradually. More and more enterprises regard brand building as a strategic implementation of their business development. However, there are still many manufacturers whose brand building has not been deepened A deeper level of enterprise, corporate brand showing homogeneity characteristics. 2011 is the first year of the development of the security industry and the “12th Five-Year Plan”, and our security and defense enterprises will enter a period of rapid growth. In the new era, the new market competition, security companies must shape the connotation of the brand, dig deep the core value of the brand. So, what kind of brand is a valuable brand? How can we get rid of brand homogeneity? How to make the company’s brand deep into the user’s mind? On these issues, correspondents and security industry well-known brands to start discussions, hoping to be able to Security colleagues inspired by the brand building.