| 品牌管理对质量管理悖论的破解 |
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| 引用本文： | 王新新. 品牌管理对质量管理悖论的破解[J]. 上海财经大学学报(哲学社会科学版), 2007, 9(3): 84-90 |
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| 作者姓名： | 王新新 |
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| 作者单位： | 上海财经大学国际工商管理学院 上海200433 |
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| 摘 要： | 质量管理本质上是标准化管理。质量管理悖论是指产品达不到质量标准便无法参与竞争，而达到质量标准又可能导致产品的同质化，从而丧失差异化竞争优势。品牌定位管理与品牌意义管理是破解质量管理悖论的可行方法。
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| 关 键 词： | 品牌管理 质量管理悖论 品牌定位 意义管理 |
| 文章编号： | 1009-0150（2007）03-0084-07 |
| 修稿时间： | 2007-03-21 |
The Solution of the Brand Management to the Paradox of Quality Management |
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| WANG Xin-xin. The Solution of the Brand Management to the Paradox of Quality Management[J]. Journal of Shanghai University of Finance and Economics, 2007, 9(3): 84-90 |
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| Authors: | WANG Xin-xin |
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| Affiliation: | WANG Xin-xin (School of International Business Administration, Shanghai University of Finance ＆ Economics, Shanghai 200433, China) |
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| Abstract: | Quality management is standardization management in essence.The paradox of quality management refers to that if the quality of product couldn't conform to the quality standard,it would not take part in the competition,while if it could,it would lead to homogeneity and lose the competitive advantage of heterogeneity.The feasible measure to resolve the paradox is brand positioning management and brand meaning management. |
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| Keywords: | brand management paradox of quality management brand positioning meaning management |
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