摘要
在全球一体化的今天,企业要在竞争中生存和发展,必须加强品牌建设,通过阐述建筑企业品牌合作的模式:品牌互动、品牌拖带、品牌强化,并结合需求曲线,对建筑企业品牌合作产生的经济效益进行了探讨。同时企业在选择品牌合作伙伴时不能盲目,需注意品牌合作的两面性,要努力克服其负面效应,发挥积极效应。
In today＇s world of globalization, enterprises have to strengthen the brand building to seek for the development and the survival of the competition. This paper expounds the mode of co-branding of construction enterprises, including brand interaction, brand towing, brand enhancement, etc. It also explores the economic benefits of co-branding of construction enterprises according to the demanding curve. Meanwhile, rather than opting their partners blindly, enterprises should pay attention to the two sides of coranding, overcome its negative effects and play its positive effects.
出处
《西安建筑科技大学学报（社会科学版）》
2009年第2期24-28,共5页
Journal of Xi'an University of Architecture & Technology(Social Science Edition)
基金
陕西省科技厅软科学研究基金项目(2008KR118)
关键词
建筑企业
品牌合作
经济效益
需求曲线
construction enterprises
co-branding
economic effect
demanding curve
