| 如何应对品牌战略实施中的“寄生”与“株连”问题 |
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| 引用本文： | 王卫平,陈荣耀.如何应对品牌战略实施中的“寄生”与“株连”问题[J].华东经济管理,2005,19(3):99-101. |
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| 作者姓名： | 王卫平 陈荣耀 |
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| 作者单位： | 王卫平（南通大学,商学院,江苏,南通,226006）;陈荣耀（东华大学,旭日工商管理学院,上海,200051） |
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| 摘 要： | 在简要分析目前广泛存在的品牌"寄生"与"株连" 问题及其成因的基础上,文章提出以品牌资源优势为主要战略依托的企业应该力求做大规模、增强实力,提高抵御因被模仿而带来的各种风险的能力.在采取的具体策略上,可以紧密结合企业自身实际,积极选择一些切实可行的有效路径主动进取,从而走出被"寄生"或受"株连"的困境.
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| 关 键 词： | 品牌战略 寄生 株连 对策 |
| 文章编号： | 1007-5097(2005)03-0099-03 |
| 收稿时间： | 2004/12/28 0:00:00 |
| 修稿时间： | 2004年12月28 |
The Countermeasures to the Problem of' Brand Parasitism' and 'Brand infection'in Implementing Brand Strategy |
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| WANG Wei-ping,CHEN Rong-yao.The Countermeasures to the Problem of' Brand Parasitism' and 'Brand infection'in Implementing Brand Strategy[J].East China Economic Management,2005,19(3):99-101. |
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| Authors: | WANG Wei-ping CHEN Rong-yao |
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| Institution: | 1.School of Business, Nantong University, Nantong 226006,China;2.The Glorious Sun School of Business & Management, Dong Hua University, Shanghai 200051,China) |
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| Abstract: | On the basis of a brief analysis on the problem of'brand parasitism'and 'brand infection',this article suggests that corporations with famous brands as strategic resources should focus on expanding their business scale and strengthening their competence in order to reduce the damages and risks brought by'brand parasitism'or'brand infection'.Furthermore,some effective measures are recommended to overcome this problem under the practical situations. |
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| Keywords: | brand strategy brand parasitism brand infection countermeasures |
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