摘要
我国是一个制造业大国但同时又是一个品牌弱国。我国企业由于缺少品牌优势,产品出口乃至整个国民经济都受到严重影响。我国企业缺少强势品牌的原因在于:缺乏品牌经营的环境和意识;品牌管理手段落后,缺乏战略性的品牌管理与规划;品牌价值观定位不准确,缺乏以品牌核心价值为中心的品牌识别;缺乏品牌战略管理组织与管理人才以及品牌的定期检查制度和危机处理机制。要改变这种状况,必须尽快更新观念,强化品牌基础工作,尤其是注重品牌组织管理体系的建设和专业人才的培养与引进,充分借鉴国外成功经验并结合实际不断创新。只有这样,才能提高本土品牌的影响力,逐步缩小与国外著名品牌的差距。
BSTRACT: China is a large manufacturing country but a weak country for brand field. Because of weak brand, China's product export and national economy are influenced greatly. The main problems include lacking environment and sense of brand running, lagging means for brand management and lacking strategic brand management and planning, lacking brand recognition with core brand values as the center, lacking talents for brand management and organization, lacking brand check system and emergency mechanism. In order to change current situations, new views should be introduced. Meanwhile, other measures include strengthening basic work and management system construction, fostering talents, using foreign experiences for references and keeping innovation.
出处
《天然气技术与经济》
2006年第2期32-35,79,共5页
Natural Gas Technology and Economy
关键词
品牌
品牌管理
品牌战略
品牌识别
现状
原因
分析
Brand Brand management Brand strategy Brand recognition Current situation Cause Analysis
