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21世纪即将来临,这是一个经济领域展开高层次、高素质竞争的世纪,高质量、名品牌、大规模的产业竞争趋势主导着全球经济发展的潮流。作为中国的企业集团,应及早认清态势,未雨绸缪,转变竞争观念,重视和实施名牌战略,以迎接这场不期而至的经济新挑战。一、名牌的市场优势名牌,简单地讲就是驰名和著名商标,进一步讲,名牌就是在两个市场(国内、国际)的激烈竞争中,拥有广泛社会知名度、高质量与高市场份额的产品和服务商号。也就是说名牌集中着高质量、高信用、高附加价值、高市场占有率,是综合经济优势的体现。如美国的可口可乐饮料、万宝路香烟,日本的松下电器、小松推土机,德国的奔驰汽车,中国的景德镇瓷器、宣纸等。
The 21st century is approaching. This is a century in which the high-level and high-quality competition starts in the economic field. High-quality, famous brands and large-scale industrial competition trends dominate the trend of global economic development. As a Chinese enterprise group, it is necessary to recognize the situation as soon as possible, plan ahead, change the concept of competition, and attach importance to and implement the brand strategy in order to meet this unexpected new economic challenge. First, the brand name of the market advantage brand, simply speaking, is well-known and well-known trademarks, further, the brand name is in the two markets (domestic, international) in the fierce competition, has a wide range of social awareness, high quality and high market share of products and Service provider number. In other words, the brand name focuses on high quality, high credit, high added value, and high market share, which is a manifestation of comprehensive economic advantages. Such as the United States Coca-Cola beverages, Marlboro cigarettes, Japan’s Matsushita Electric, Komatsu bulldozers, Mercedes-Benz cars in Germany, China’s Jingdezhen porcelain, rice paper and so on.