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在全球化竞争时代,企业不缺乏产量优势,也不缺乏品质优势,但中国企业唯独缺乏品牌竞争力优势。中国是无可非议的制造业大国,却也是无可争议的品牌弱国。目前中国中小企业的品牌影响力普遍较弱,有的中小企业甚至还以为做品牌是大企业的事,自己只是家小企业,只要有市场就行了,做不做品牌无所谓。实际上,没有强势品牌支撑的“市场”必然缺乏稳定性,也就是说,品牌是企业可持续发展最有力的保障,只要企业存在就需要做品牌。
In the era of global competition, enterprises do not lack production advantages, nor lack of quality advantages, but Chinese enterprises alone lack the advantages of brand competitiveness. China is an irrefutable big manufacturing country, but it is also an indisputable brand weak country. At present, China’s small and medium-sized enterprises have generally weak brand influence. Some SMEs even think that making a brand is a big business. They are only small and medium-sized enterprises. As long as there is a market, it does not matter if they do not make a brand. In fact, the “market” without strong brand support inevitably lacks stability. That is to say, the brand is the most powerful guarantee for the sustainable development of the enterprise. As long as the enterprise exists, it needs to be a brand.