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针对家电企业的品牌打造与核心竞争力进行分析,提出了当前我国一些家电企业存在的问题,主要从两方面进行考虑,第一方面是站在整个家用电气市场层面进行分析;第二方面是从国家电器角度进行分析,结合这些内容,研究了当前我国家电企业的现状和经营误区,内容包括:品牌符号还是行为,企业经营的长期性和短期性,品牌经营无需规划和机制保障等。最后,总结了家电企业品牌打造,主要内容有:满足客户需求,赢得客户信任,注重诚信,创造品牌忠诚,提升企业专业化,打造品牌,吸引优秀人才。
According to the analysis of brand building and core competitiveness of home appliance enterprises, some existing problems of home appliance enterprises in our country are put forward, mainly from two aspects, the first is to analyze the whole household electrical market; the second is from According to the analysis of national electrical appliances, combined with these contents, the status quo and operating errors of current household electrical appliance enterprises in our country are studied. The contents include: brand symbol or behavior, long-term and short-term business operation, brand management without planning and mechanism guarantee. Finally, the paper summarizes the brand building of home appliance enterprises. The main contents are as follows: to meet the needs of customers, win the trust of customers, pay attention to honesty, create brand loyalty, enhance enterprise specialization, build brand and attract talented people.