| 对企业品牌联合战略的认识与思考 |
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| 引用本文： | 范志刚,吴晓波. 对企业品牌联合战略的认识与思考[J]. 商业研究, 2009, 0(4) |
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| 作者姓名： | 范志刚 吴晓波 |
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| 作者单位： | 浙江大学,管理学院,浙江,杭州,310058 |
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| 基金项目： | 国家自然科学基金，教育部高等学校博士学科点专项科研基金 |
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| 摘 要： | 品牌联合是近年来逐步发展起来的一种品牌经营策略,它为企业赢得更大的竞争优势提供了一个契机,并能够实现企业间的双赢。应用品牌联合必须了解其的内涵和理论依据,以及品牌联合的评价机制,在此基础上,要分析品牌联合的机会与风险,以帮助管理者制定正确的决策。
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| 关 键 词： | 品牌联合 经营战略 竞争优势 |
On Corporate Brand Ally Strategy |
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| FAN Zhi-gang,WU Xiao-bo. On Corporate Brand Ally Strategy[J]. Commercial Research, 2009, 0(4) |
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| Authors: | FAN Zhi-gang WU Xiao-bo |
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| Affiliation: | School of Management;Zhejiang Univeristy;Hangzhou;310058;China |
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| Abstract: | As a newly developed brand strategy,brand ally proves effective in gaining more competitive advantages for enterprises by achieving win-win situation.The paper studies this subject as well as the evaluation mechanism concerned.It also analyzes the opportunities and risks brought about by brand ally in order to offer some references for decision making. |
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| Keywords: | brand ally corporate strategy competitive advantages |
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