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创名牌难,保名牌更难。在当前竞争激烈、瞬息万变的商品世界里,如何使名牌产品永占魁首,这是压在企业经营者心头上的一个难题。名牌产品的形成需凭藉一定的条件,名牌产品的衰落也有着各种复杂的原因。日本“三得利老牌”威士忌酒、企鹅运动衣、“索尼”收录机、丰田“皇冠”车等曾一度风靡世界的名牌产品,却都难免衰落的厄运。如何借鉴他们的教训,以免重蹈复辙,是当今拥有畅销产品的企业经营者所关注的。为此,我们向读者介绍《名牌产品的衰落》一组文章,以供研究、参考。
It is difficult to create a famous brand and it is even harder to protect brand names. In the current fiercely competitive and rapidly changing commodity world, how to make brand-name products always top the list is a difficult problem that lies in the hearts of business managers. The formation of brand-name products depends on certain conditions, and the decline of brand-name products also has various complicated reasons. Japan’s Suntory veteran whisky, penguin sportswear, “Sony” radio recorders, Toyota “crown” cars and other brand-name products once swept the world, but it is inevitable that the decline of doom. How to draw lessons from their lessons so as not to repeat them is the focus of today’s business owners with best-selling products. To this end, we introduce readers to a set of articles on the decline of brand-name products for research and reference.