工业化进程中不同阶段的品牌战略

在工业化发展水平比较高的时期,品牌是同质商品差异化的决定因素之一.然而,由于工业化发展的不平衡,品牌在工业化不同的时期所呈现出的作用各不相同.本文按照工业化进程中不同时期生产与消费的特征,将其分为数量时代、质量时代与和谐时代三个时期,分析了品牌在各个时代中所扮演的角色,并针对甘肃省工业化进程不均衡的省情,提出了定位地区形象、整合品牌元素、培养城市个性及联系城市品牌和支柱产业的四项发展战略.

The Brand Strategy in Different Stages of Industrialization

In the advanced stage of the industrialization,brand is a decisive factor of commodity differentiation.However,because of the equilibrium in the development of industrialization,brand presents its different influences in each stage.According to the distinct characteristics of production and consumption in different times,the paper gives a vivid division,which divided the time into three stages: quantity time,quality time and harmony time.Then the different roles played by brand are analyzed backing on the three essential stages.At last,focusing on the unbalanced industrialization of Gansu province,four developing strategies are given as following: positioning the city image,integrating the power of brand,culturing the city characteristics and combining the brand and mainstay industry.