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品牌对企业意味着什么?知名度、美誉度还是忠诚度?企业希望通过品牌的打造,提升企业知名度和美誉度,提高消费者的忠诚度,最终达到提高企业利润的目的,以求做得更大,活得更长。但是,目前中国许多企业在品牌提升的同时,伴随的却是利润率的下降。海尔是中国最强势的品牌,第一个打入《世界最具影响力的100品牌》。然而青岛海尔公布的2005年度年报净利润为2.39亿元,比上一财年下降35.2%。与此同时,其主要竞争对手格力电器和美的电器业绩则突飞猛进,其中格力电器去年净利润增长21.11%(5.1亿元),美的电器剥离小家电业务后收入依然增长11%,净利润达到3.82亿元。海尔的净利润在国内比不上同类的格力与美的;而与排名其后的松下,差距则更加悬殊。据国外媒体报道:2005财年,松下的净利润为1544亿日元(约合13亿美元),比2004财年的585亿日元增长近两倍。品牌提升与利润获取的背离,中国品牌似乎进入这样一个怪圈。
What does a brand mean to an enterprise? Awareness, reputation, or loyalty? A company hopes to enhance its reputation and reputation through brand building, increase consumer loyalty, and ultimately achieve greater profitability , Live longer. However, at present, many enterprises in China are upgrading their brands, accompanied by a drop in profit margin. Haier is China’s most powerful brand, the first into the “world’s most influential 100 brands.” However, Qingdao Haier reported 2005 annual net profit of 239 million yuan, down 35.2% over the previous fiscal year. At the same time, its main competitors Gree and Midea Electric performance soared, with Gree last year net profit up 21.11% (510 million yuan), Midea stripped of small household appliances business revenue growth of 11%, net profit reached 382 million yuan. Haier’s net profit in the country than the same kind of Gree and the United States; with the rankings followed by Panasonic, the gap is even more disparities. According to foreign media reports: 2005 fiscal year, Panasonic’s net profit of 154.4 billion yen (about 1.3 billion US dollars), compared with 58.5 billion yen in fiscal 2004 nearly tripled. Brand promotion and profit access from the Chinese brand seems to have entered such a vicious circle.