| 生态理论下的品牌竞争力提升 |
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| 引用本文： | 李长江. 生态理论下的品牌竞争力提升[J]. 华东经济管理, 2006, 20(9): 122-123 |
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| 作者姓名： | 李长江 |
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| 作者单位： | 华中科技大学,管理学院,湖北,武汉,430074;华中科技大学,管理学院,湖北,武汉,430074 |
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| 摘 要： | ![]()
如特劳特所说的那样,营销不是产品之争,而是观念之争,产品同质化趋势使其功能上的优势逐渐减弱,而情感性附加值正取代产品本身成为品牌发展的重要内容,由此可以看出,品牌时代已经来临.品牌竞争力是企业核心竞争力的表现形式,品牌竞争力的强弱直接决定企业的生存和发展.
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| 关 键 词： | 品牌竞争力 品牌崇拜 品牌进化 |
| 文章编号： | 1007-5097(2006)09-0122-02 |
| 收稿时间： | 2006-06-01 |
| 修稿时间： | 2006-06-01 |
Research on Brand Competitiveness in Ecology Perspective |
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| LI Chang-jiang,WANG Yan-xia. Research on Brand Competitiveness in Ecology Perspective[J]. East China Economic Management, 2006, 20(9): 122-123 |
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| Authors: | LI Chang-jiang WANG Yan-xia |
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| Affiliation: | School of Management,Huazhong University of Science & Technology,Wuhan 430074,China) |
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| Abstract: | ![]()
Just as Jack Trout's words:marketing doesn't mean the competitiveness of the products,but of the sense.The trend of the products' homogenesis makes the strength of the quality become weaker and weaker,and the emotional value instead of the quality becomes the core competitiveness of the brand,we have to say,the brand era of is coming.Brand competitiveness is the a form of the core competitiveness,and the brand intensity will be the main factor of the development of the enterprise. |
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| Keywords: | brand competitiveness brand worship brand evolution |
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