企业实施品牌战略的影响因素分析——基于消费者角度  

Research on the affecting factors in Applying Brand Strategy in Companies——Baswed on Customers

作　　者：董雅丽[1] 刘建亭[1] 赵占恒[1] 

机构地区：[1]兰州大学管理学院,兰州730000

出　　处：《软科学》2007年第4期130-133,140,共5页Soft Science

基　　金：甘肃省哲学社会科学规划项目(WZ0318)

摘　　要：随着市场经济程度的不断加深,塑造品牌、在消费者的心中树立独特的品牌个性已经成为企业产品区别于竞争对手产品的利器,所以品牌的竞争在市场竞争中占有越来越重要的地位。通过消费者调查,试图从消费者的角度分析企业品牌战略实施的影响因素,并就如何推动企业实施品牌战略提出相关建议。Along with the deepening of market economy, brand creation has become a weapon to differentiate from the competing products. So brand competition plays a more and more important role in the market competition. This paper attempts to analyze the affecting factors in applying brand strategy from the angle of consumers, and makes relevant recommendations on how to apply brand strategy in companies.

关 键 词：品牌战略 品牌传播 品牌个性 品牌形象 

分 类 号：F270[经济管理—企业管理]