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品牌是企业无形资产和无形资产价值的具体体现,是产品功能要素、产品形象要素和消费者心理要素的综合体。企业进行品牌运营,首先需要提高品牌的综合能力,其次是形成品牌个性。全球经济一体化,世界产业大转移,为我国企业创立名牌、实施品牌经营战略提供了条件,名牌企业之间的市场竞争已经由简单的品种竞争进入了品牌竞争与质量竞争的新阶段。
Brand is the concrete manifestation of the value of intangible assets and intangible assets of an enterprise, and is a comprehensive body of product function elements, product image elements and consumer psychology elements. Enterprises for brand management, first of all need to improve the brand’s comprehensive ability, followed by the formation of brand personality. Global economic integration and global industrial shift have provided conditions for our enterprises to establish brand names and implement brand management strategies. The market competition among brand-name enterprises has entered a new stage of brand competition and quality competition from a simple variety competition.