品牌营销的理论分析与对策研究  

The Theoretical Analysis and Countermeasures Research on the Brand Marketing

作　　者：王玉华[1] 

机构地区：[1]汕头大学商学院,广东汕头515063

出　　处：《经济与管理》2011年第9期54-57,共4页Economy and Management

基　　金：教育部人文社会科学研究一般项目(10YJC790266);汕头大学科研启动经费资助项目(2010STF1011)

摘　　要：品牌营销已经在世界范围内兴起,并成为跨国公司不可或缺的营销手段。中国在实施品牌营销的过程中应注意:树立正确的品牌营销观念;构建企业和消费者的共同利益基础;通过创新提高品牌竞争力;合理延伸品牌范围;综合运用各种营销手段;注重保护品牌。Brand marketing has risen widely in the world, and it becomes an indispensable marketing tool for multinational corporations. In the process of brand marketing implementation, China should pay attention to set up the correct brand marketing concept; construct the common interests＇ foundation of enterprises and consumers. Through the innovation to enhance brand competition ability; extend reasonably the brand range; comprehensively use various marketing means; and lay emphasis on protecting the brand.

关 键 词：品牌营销 品牌竞争力 品牌 

分 类 号：F272.3[经济管理—企业管理]