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原产地形象、企业品牌与营销策略
引用本文:许基南.原产地形象、企业品牌与营销策略[J].当代财经,2004(4):60-63.
作者姓名:许基南
作者单位:江西财经大学,工商管理学院,江西,南昌,330013
摘    要:本文介绍了原产地形象及其由来,指出原产地形象应构成产品决策的重要内容,阐述了原产地形象对营销的影响,在此基础上,分析了原产地形象的实质及其与企业品牌的联系与区别,然后提出了企业应如何利用好的原产地形象来强化企业品牌的措施,最后提出了企业规避负面的原产地形象的营销策略。

关 键 词:原产地形象  原产地保护  企业品牌  营销策略
文章编号:1005-0892(2004)04-0060-04
修稿时间:2003年12月10

Place of Origin Images,Enterprises' Brand and Business Tactics
XU Ji-nan.Place of Origin Images,Enterprises'''' Brand and Business Tactics[J].Contemporary Finance & Economics,2004(4):60-63.
Authors:XU Ji-nan
Abstract:This article introduced place of origin images, pointed out that place of origin images should be the main contents of production's decision, and expounded the effect to business tactics. On this basis, analyzed the substance of place of origin images, the connection and distinguish between place of origin images and enterprises' brand. Then, pointed out the measures that how enterprises use place of origin images to strengthen enterprises' brand. At last, pointed out the business measures which enterprises evade the bad place of origin images.
Keywords:place of origin images  place of origin protection  enterprises' brand  business tactics
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