从央视“标王”没落 看企业“品牌危机”管理

从1994年的央视黄金时段广告招标至今已二十个年头了,“标王”花费千万甚至上亿元的广告费用,却没给他们带来所期盼的利润。“标王”的没落说明中国企业面临着品牌危机。消除品牌危机主要是必须对品牌进行战略维护,通过对企业品牌的维护,提高企业的内在素质,增强产品的美誉度以及消费者对对企业的认知度。

From the downfall of CCTV's "brand king" to look at "brand crisis" management

There has been more than 20 years from 1994 until then there has had gold-time advertisement intervals in CCTV,the"Brand Kings"cost hundreds of millions of money on advertisements,but which did not bring profit which they hoped for to them.The declining of "Brand Kings"shows the brand crisis of the business administration in China's enterprises.To eliminate the brand crisis is mainly carrying out the strategic maintenance to the brands,which will increase the intrinsic quality of the enterprises,thus enhance the reputation of the product as well as to raise the consumer 's cognition to the enterprises.