| 浙商创牌思维与品牌管理之道 |
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| 引用本文： | 柳宏志,王小毅. 浙商创牌思维与品牌管理之道[J]. 商业经济与管理, 2007, 190(8): 8-14 |
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| 作者姓名： | 柳宏志 王小毅 |
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| 作者单位： | 浙江大学,管理学院,浙江,杭州,310027 |
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| 基金项目： | 浙江大学技术咨询中心、国家级语言与认知研究基地、浙江大学管理学院、浙江大学人文学院联合研究的<浙商思维>课题;浙江省社会科学基金 |
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| 摘 要： | 本文全面总结了浙商“从无到有，从贴到创”的创牌之路，并剖析了浙商在创区域品牌、国内优秀品牌和国际品牌过程中所展现出来的独特创牌思维与品牌管理之道。
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| 关 键 词： | 品牌 浙商 思维 管理 |
| 文章编号： | 1000-2154（2007）08-0008-07 |
| 修稿时间： | 2006-11-29 |
The Thinking of Brand Creating and the Doctrine of Brand Management for Zhejiang Merchants |
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| LIU Hong-zhi,WANG Xiao-yi. The Thinking of Brand Creating and the Doctrine of Brand Management for Zhejiang Merchants[J]. Business Economics and Administration, 2007, 190(8): 8-14 |
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| Authors: | LIU Hong-zhi WANG Xiao-yi |
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| Affiliation: | College of Management. Zhejiang University, Hangzhou 310027, China |
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| Abstract: | In the paper, the authors summarize the ways for Zhejiang merchants to have created brands from zero to establishment and from OEM to brand creating. In addition, they analyze the unique thinking of brand creating and the doctrine of brand management of Zhejiang merchants during the process of creating regional brands, excellent domestic brands and international brands. |
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| Keywords: | brand Zhejiang merchants thinking management |
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