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近些年,中国市场经济发展进程稳步加快,市场开放度及产品研发能力也不断提高,工业品市场的竞争也呈现出前所未有的激烈角逐态势。在这样的背景之下,工业品的品牌营销成为了企业在市场竞争中的关键,而营销模式的创新激发了产品溢价、增值的更多可能性。本文重点研究的方向就是工业品的品牌营销新模式,期望通过对此课题的探究,为工业品生产及销售企业提供更多的借鉴。
In recent years, the process of China’s market economy has been steadily accelerating, the degree of openness in the market and the capability of product research and development have also been on the rise, and the competition in the industrial products market has also shown an unprecedented fierce competition. In this context, the brand marketing of industrial products has become the key to enterprise competition in the market, and the marketing model of innovation has stimulated the product premium, added value more possibilities. This paper focuses on the direction of industrial brand marketing is a new model, expecting to explore this issue, for industrial products manufacturing and marketing enterprises to provide more reference.