| 从“五粮液调查门事件”看中国品牌的厚道 |
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| 引用本文： | 黄琦.从“五粮液调查门事件”看中国品牌的厚道[J].价值工程,2010,29(2):93-94. |
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| 作者姓名： | 黄琦 |
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| 作者单位： | 首都经贸大学; |
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| 摘 要： | "五粮液调查门事件"是我国行业知名企业和知名品牌在发展过程中的普遍性和特殊性的结合体,本文从企业战略和品牌管理的本质出发,具体解读了事件背后的深度原因,以及事件对定位为我国行业领袖品牌的启示。
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| 关 键 词： | 五粮液调查门事件 品牌本质 |
Essence of Chinese Brand from "Wuliangye Accident" |
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| Huang Qi.Essence of Chinese Brand from "Wuliangye Accident"[J].Value Engineering,2010,29(2):93-94. |
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| Authors: | Huang Qi |
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| Institution: | Capital University of Economics and Business/a>;Beijing 100070/a>;China |
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| Abstract: | Wuliangye accident is a combination of commonality and specificity of Chinese famous brand and company during its development process.This article explained the deep reason from business strategy and brand management point and drew some inspiration from its accident for a leading brand. |
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| Keywords: | Wuliangye accident brand essence |
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