强大品牌的建设,是一种基于营销同时又超越营销的战略行为。在中国的品牌实践中,着眼点主要集中在消费者基层,比如产品、价格、广告;顾客满意、顾客忠诚等。再深入一些的,也就是扩展到文化层面。而有关文化层面的认识,既支离破碎,又似是而非。所有企业,都存在一个品牌问题。区别仅仅在于品牌的作用与价值。从这个意义上说,中国不乏品牌,缺乏的是强大品牌:能够引领行业发展、 Building a strong brand is a marketing strategy that is based on marketing and beyond. In China’s brand practice, the focus is mainly on the consumer base, such as products, prices, advertising, customer satisfaction, customer loyalty. Further in-depth, that is, extended to the cultural level. However, cultural awareness is both fragmented and plausible. All businesses, there is a brand problem. The only difference is the role and value of the brand. In this sense, there is no shortage of brands in China, the lack of a strong brand: to lead the development of the industry,