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中国在改革开放以来,企业如雨后春笋般涌现,面临外国企业其强大品牌优势的挑战,国内企业却遭受着品牌管理意识不强、品牌管理制度欠缺、品牌管理运行机制不到位的重重压力,为此,国内企业将如何应对。本文对比中外学者对品牌的管理学术研究进行分析,并重点研究中国加入WTO以后国内企业在品牌管理上所作出的转变与成就,并以此为契机,探讨出未来企业发展可能的动态趋势,为企业未来的品牌管理发展方向提供参考。
Since China’s reform and opening up, enterprises have mushroomed and are facing challenges from foreign companies with their strong brand advantages. Domestic companies are suffering from weak brand management awareness, lack of brand management systems, and unsatisfactory brand management operating mechanisms. How domestic companies will respond. This article compares Chinese and foreign scholars’ analysis of brand management academic research, and focuses on the changes and achievements made by Chinese companies in brand management after China’s accession to the WTO, and uses this as an opportunity to explore the possible dynamic trends of future business development. The future direction of brand management in the enterprise provides a reference.