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主要分析了德胜酒业公司“红兰”品牌的各项资源优势,提出如何将这些资源优势利用好、发挥好。探讨通过整合公司内部的、外部的,自然地理的、历史人文的零散资源达到形成企业整体的、强大的产品优势的方法,最终达到从相对资源优势走向品牌的绝对优势。
The main analysis of Desheng Wine Company “Hong Lan ” brand resources advantages, put forward how to make good use of these resource advantages, play good. To explore ways to create a strong product advantage for the entire enterprise by integrating the internal, external, natural-geographical, and historical resources of the company, finally reaching the absolute superiority from relative resource advantages to brand building.