【摘要】 品牌作为信息的载体,是一种现代企业制度,其整合的功能和广泛性应用,形成了现代市场交易制度,交易费用的产生机制诠释了品牌出现的原因、意义。正是这种交易制度在使交易双方的信息明朗化方面有着不可替代的作用。由此,表明了品牌管理的关键在于提高信息沟通的效率。更多还原

【Abstract】 The brand, as the carrier of information, is a kind of modern enterprise’s institution, the integrated function of which, with its extensive application, establishes the transaction regulations of modern markets. And the productive mechanism of transaction cost gives the cause and meaning of brand’s forming. It is the transaction regulations that play an irreplaceable role in ensuring bright, clear transaction information of both sides. Thus it is crucial for the brand management to enhance the effects of information exchange.更多还原