| 论企业名牌战略的构成与作用 |
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| 引用本文： | 赵娴.论企业名牌战略的构成与作用[J].闽江学院学报,2006,27(3):82-87. |
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| 作者姓名： | 赵娴 |
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| 作者单位： | 厦门大学经济学院经济系,福建,厦门,361005 |
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| 摘 要： | 名牌是企业和产品的象征和代表,名牌管理在企业的营销活动中发挥着重要作用。探讨名牌战略的构成有十分重要的现实意义。本文通过影响名牌竞争力的相关因素,通过剖析宝马公司的名牌经营和管理战略,来阐述名牌战略中不可或缺的三个组成部分,提出实施名牌战略的意义和如何有计划有步骤地循序渐进地推行名牌战略,以提升企业的核心竞争力。
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| 关 键 词： | 名牌战略 构成 作用 |
| 文章编号： | 1009-7821（2006）03-082-06 |
| 收稿时间： | 2006-03-20 |
| 修稿时间： | 2006年3月20日 |
On Promoting the Competitiveness of Enterprises by Brand Strategies |
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| ZHAO Xian.On Promoting the Competitiveness of Enterprises by Brand Strategies[J].Journal of Minjiang University,2006,27(3):82-87. |
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| Authors: | ZHAO Xian |
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| Abstract: | Brand is the symbol of an enterprise and products and plays an important role in marketing. Hence, the study on the components of brand strategies has practical significance. The paper elaborates three parts that is indispensable in brand strategies by means of analyzing factors affecting the competitiveness of brand and brand of BMW and its management strategies, putting forward the importance of brand strategies and ways of applying them to enhance the competitiveness of an enterprise. |
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| Keywords: | strategies of famous brands orientation of brands communication of brands |
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