构建具有强势品牌竞争力的研究

【摘要】 当今国际市场的竞争已由产品竞争转向品牌竞争。品牌竞争力包含了企业在资源、能力、技术、管理、营销、人力资源方面的综合优势。我国是品牌弱国,面对拥有强大品牌竞争力的国际品牌对国内本土品牌的蚕食,如何提升我国国内品牌竞争力是当务之急的首要任务。本文旨在分析了我国企业品牌竞争力现状,着重从企业现存问题上浅析了如何从企业内部来构建强势品牌竞争力,希望能为我国企业品牌管理开拓新的思路。更多还原

【Abstract】 Today product competition has turned to brand competition in international market. The power of brand competition include the synthesis advantages of a corporation in resource, ability, technology, management, market and human resource .Our country is feeble in brand building. Facing the situation that the international brand of great power of brand competition nibbling the national brand, how to improve national power of brand competition is of great importance. This text aims to analyze national corporation’s situation of power of brand competition and from some problems existing in corporations, it mainly analyses how to build great power of brand competition, hoping to find some new thoughts for our corporation brand management.更多还原