浅析企业品牌管理的立体化趋势及其启示  

A Preliminary Analysis on the Three-dimensionalize Trend and it’s Implications of Enterprise’s Brand Management

作　　者：杨智勤[1] 

机构地区：[1]暨南大学管理学院,广东广州510632

出　　处：《未来与发展》2010年第2期63-66,74,共5页Future and Development

摘　　要：本文从品牌内涵深度与品牌对象广度的新视角,提出现代品牌管理已经呈现出纵深与扩展的立体化发展趋势。文章认为,现代企业的品牌管理要及时跟上这种立体化趋势,把品牌管理深入到品牌内涵要素,重视消费者的消费体验与感知价值,提高产品的价值含量与品牌利益,提高企业自身履行品牌承诺的综合能力;企业还要关注内、外环境中的多种相关因素,把品牌管理扩展到企业的社区品牌、顾客品牌、雇主品牌与雇员品牌等其他品牌分支,形成企业品牌的立体化管理架构,并根据企业各发展阶段的主要矛盾合理配置品牌管理资源,有效提高公司品牌的整体实力。Based on a fresh point of view on the Depth of Brand＇s Component and the Range of Brand＇s Object, this paper point out that there have already arose a three-dimensionalize trend of modern Brand Management. The article suggest that modern enterprise brand management should follow this trend, bring the brand management penetrate into inner brand component, focus on the consume experiences and perceived value of customer, on to improve the product value and brand benefit, and on to improve enterprise＇s comprehensive capabilities that to fulfill the Brand Promises. Brand Management should also pay close attention to those related factors within enterprise＇s inner and outer environment, expanding Brand Management to enterprise＇s other Brand branch, such as Community Brand, Customer Brand, Employer Brand, and Employee Brand, combine a three ditnensionalize tnanagement structure of enterprise＇s brand. Then, assign the Brand Management resources reasonably, according to the principal contradiction of different developing stages of the enterprise, to improve the Company Brand＇s integrated strength efficiently.

关 键 词：品牌 品牌管理 立体化管理 品牌内涵深度 品牌对象广度 

分 类 号：F270.7[经济管理—企业管理]