论文部分内容阅读
关于品牌,人们往往联想到的是日常生活中与我们接触密切的著名消费品公司,例如宝洁,星巴克,福特汽车等等。而不会关注到为生产这些最终消费品提供原材料,零部件的公司。正因如此,工业品领域的品牌管理在过去一直被认为是不重要的。但近年的研究表明,建立强有力的品牌对工业品公司有着重要的作用。本文主要介绍国内外工业品品牌管理研究的现状及对工业品品牌进行管理的重要性。
With respect to brands, people often think of well-known consumer products companies close to us in daily life such as Procter & Gamble, Starbucks, Ford Motor Company and so on. Instead of focusing on companies that produce raw materials and parts for the final consumer goods. That is why brand management in the industrial sector has historically been regarded as unimportant. However, recent studies show that establishing a strong brand plays an important role in industrial companies. This article mainly introduces the status quo of research on brand management of industrial products at home and abroad and the importance of the management of industrial brands.