品牌管理流程模式的研究

我国的品牌管理工作尚处于起步阶段,结合国内外品牌管理的实例与研究,提炼出一套品牌管理的工作流程,致力于寻求品牌管理的方式与规律,使之易于应用在我国企业的品牌管理中。由于环境在变化、技术在变化、消费者在变化、竞争者也在变化,企业需要根据这些变化及时调整品牌管理工作,但不论怎么变,都要围绕已确立的品牌核心价值,不能日新月异,轻易改变。

On the Mode of Brand Management Procedures

In China brand management remains at the primary stage. Through the researches on the practical examples of brand inanagement at home and abroad, the paper proposes a set of procedures in brand managenent, with the objective of exploring its ways and rules, which an be easily applicable to practice. Owing to the changes of environmet, technology, consumper and competitor, etc, enterprises shiuld adjast their work revoling around the core value of brand all along.