| 品牌理论研究(4)品牌的扇型生命周期分析 |
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| 引用本文： | 施鹏丽,韩福荣.品牌理论研究(4)品牌的扇型生命周期分析[J].世界标准化与质量管理,2006(12):20-22. |
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| 作者姓名： | 施鹏丽 韩福荣 |
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| 作者单位： | 北京工业大学经济管理学院,100022 |
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| 基金项目： | 国家质量监督检验检疫总局科研项目 |
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| 摘 要： | 随着经济全球化的到来,品牌已成为现代市场竞争的制胜法宝。而品牌短寿也成为现代企业不可忽视的问题。本文提出了扇型品牌生命周期的思考模式,从对品牌生命周期的定义入手,分析了品牌生命周期的不同模式,并对扇型生命周期产生的原因进行分析,最后对中国企业如何实现扇型生命周期提出建议。
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| 关 键 词： | 品牌生命周期 品牌管理 品牌战略 |
Analysis about the Fan-shaped Brand Life Period |
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| Shi Pengli.Analysis about the Fan-shaped Brand Life Period[J].World Standardization & Quality Management,2006(12):20-22. |
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| Authors: | Shi Pengli |
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| Abstract: | With the arrival of economic globalization,brand has been the talisman of success in modem market competition.It becomes necessary to consider the problem of shortlived brands. The paper puts forward the model of fan-shaped brand life period. From the definition and the different model of brand life period,the paper analyzes the rise reason of fan-shaped life period. Finally,the authors put forward their view for Chinese enterprises brand on how to realize fan-shaped life period. |
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| Keywords: | brand life period brand management brand strategy |
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