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当今激烈竞争的国际市场中一个不争的事实是:名牌产品打遍天下,这充分显示了名牌在市场中的巨大作用。但对于正在寻求开拓国内外两个市场的中国企业来说,对此似乎尚未有深刻的认识和实质性、规模化的举措。本文分析了外国名牌商品抢滩上海、风光耀眼的事实和我国品牌或寥如晨星或昙花一现的现状,揭示了“占领市场靠品牌”的真谛,并着重从五个方面提出了振兴我国品牌的“品牌战略”。
An indisputable fact in today's fiercely competitive international market is that famous brand products are sold all over the world, which fully shows the great role of brand names in the market. However, for Chinese enterprises seeking to open up both domestic and overseas markets, there seems to be no deep understanding and substantive and scale-up measures to this end. This article analyzes the fact that foreign brand-name goods have a good prospect of beachheading in Shanghai, and the status quo of our country's brands such as the Morningstar or the Ephemeral, revealing the essence of “capturing the market by brand,” and putting forward the “Brand of Rejuvenating Our Brand from Five Aspects” strategy".