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品牌创新与时俱进,是企业国际化经营时代精神与品质的要求与体现。不同企业在不同发展阶段需要采取品牌渐进的创新策略,追求品牌经营效益与品牌信誉的不断提升,最终创出国际知名品牌。美国《商业周刊》最近公布全球100强品牌,大多为美国、欧盟、日本等发达国家企业占有,中国企业品牌无一入选。在前10位知名品牌中,美国品牌就有8个,可口可乐、微软等品牌的市值高达696和660亿美元以上。相比之下,我国企业品牌经营与品牌竞争的经验不丰,大多企业尚处于无品牌、品牌经营刚刚起步阶段,品牌创新显得十分迫切。借鉴国外企业品牌经营所走过的历程,分析我国企业品牌经营现状,品牌创新贵在与时俱进,从无牌战略、品牌创立、品牌提升与品牌文化理念等方面明智选择,渐进发展,使品牌经营与创新更贴近企业实际,贴近市场,更具国际竞争力。
Brand innovation and advancing with the times are the requirements and expressions of the spirit and quality of enterprises in the era of international management. Different enterprises in different stages of development need to take a gradual brand innovation strategy, the pursuit of brand management efficiency and brand reputation continue to improve, and eventually create an internationally renowned brand. BusinessWeek recently released the world's top 100 brands, mostly in the United States, the European Union, Japan and other developed countries possession of enterprises, none of Chinese brand selected. In the top 10 well-known brands, the United States has eight brands, Coca-Cola, Microsoft and other brands of the market value of up to 696 and 66 billion US dollars. In contrast, our country brand management and brand competition experience is not abundant, most enterprises are still in the non-brand, brand management has just started, brand innovation is very urgent. Learn from the history of foreign brand management, analyze the status quo of brand management in China, the brand innovation is advancing with the times, judicious choice from the unlicensed strategy, brand creation, brand promotion and brand culture concept, the gradual development Brand management and innovation closer to the actual business, close to the market, more international competitiveness.