| 基于品牌营销视角的品牌定义和品牌特征再认识 |
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| 引用本文： | 王延峰,杨珊珊,余明阳. 基于品牌营销视角的品牌定义和品牌特征再认识[J]. 上海管理科学, 2008, 30(4): 29-32 |
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| 作者姓名： | 王延峰 杨珊珊 余明阳 |
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| 作者单位： | 上海交通大学安泰经济与管理学院 |
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| 摘 要： | 归纳了品牌作为管理和营销概念诞生后的50余年以来的各种类型的品牌定义，给出了基于品牌营销视角的品牌定义，将品牌作为一种独立的市场供应品提出，并在此基础上阐述了品牌的四个特征，即后产品性、超竞争性、高溢价性和优质弹性。
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| 关 键 词： | 品牌定义 品牌特征 品牌营销 |
Reviews on Definition of Brand and Brand Characteristic Based on Brand Marketing |
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| Wang Yanfeng,Yang Shanshan,Yu Mingyang. Reviews on Definition of Brand and Brand Characteristic Based on Brand Marketing[J]. Shanghai Managent Science, 2008, 30(4): 29-32 |
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| Authors: | Wang Yanfeng Yang Shanshan Yu Mingyang |
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| Affiliation: | Wang Yanfeng ,Yang Shanshan, Yu Mingyang |
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| Abstract: | The paper classified and analyzed the all kinds of definitions of brand proposed from 1950's,and then presented the definition of brand based on brand marketing,. The definition considered brand as an independent offering of market.After that,the paper set forth the four characteris- tic of brand based on the definition. |
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| Keywords: | Definition of brand Characteristic of brand Consumer Brand marketing |
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