中国企业建设自主知名品牌的技术准备  

The Technological Preparation for Constructing Autonomous Well-Known Brands of Chinese Industries

作　　者：张祖健[1] 

机构地区：[1]上海大学影视艺术技术学院,上海200444

出　　处：《上海大学学报（社会科学版）》2007年第4期132-137,共6页Journal of Shanghai University(Social Sciences Edition)

摘　　要：中国是全球生产加工中低端产品最大国家之一,其产品制造蕴涵极大产业经济发展潜力。释放其这种潜力的重要工具,是中国企业拥有更多自主知识产权产品和知名品牌。成熟品牌由自主核心技术与相应品牌权益组成,并衍生出品牌消费权益,最终拥有特定品牌资产。品牌已经形成专门的经营管理技术,创建自主知名品牌的中国企业必须做好产品个性研发、产品商品化孵化、品牌营销权益的设计与市场推广诸环节的技术准备。更重要的是,创建自主知名品牌的企业必须引导目标消费族群认同、保有品牌特定的消费权益,并转化为消费者参与其间的品牌文化。As one of the biggest countries that make and process middle-low-priced products, China possesses a great economic potential in manufacturing. And in order to achieve this potential, one kind of instruments for Chinese industries is to have more autonomous products of intellectual property right and more autonomous well-known brands. A mature brand consists of autonomous kernel technology and corresponding brand rights and interests, and can derive brand rights and interests of consumer, thus finally forming specific brand capital. Since brand has already specific technologies of management, it is necessary for constructing autonomous well-known brands of Chinese industries to make preparation for such technologies as distinctive product development, product commercial incubation, the designs of brand sale rights and interests, and the extension of markets. Moreover, more attention should be paid to the instruction of target consumer groups, the maintaining of consumer rights and interests of specific brands, and the transformation of brand culture involving consumers.

关 键 词：品牌 品牌权益 品牌技术 品牌资产 自主知名品牌 

分 类 号：G713.5[文化科学—职业技术教育学]