促销工具对品牌资产的影响  

The affects of promotional tool on brand equity

作　　者：宋晓雷[1] 孙兰凤[1] 宋琳[1] 

机构地区：[1]新疆大学经济与管理学院,新疆乌鲁木齐830046

出　　处：《企业技术开发》2012年第10期94-95,共2页Technological Development of Enterprise

摘　　要：随着市场竞争的加剧,越来越多的企业认识到品牌的重要性。文章介绍了几种常用的促销工具,分析了其利弊,并指出促销活动一定要适度,否则将影响企业的品牌资产。With the intensification of market competition,more and more companies recognize the importance of the brand.This paper introduces several popular promotional tool,analysis of it＇s advantages and disadvantages,think that promotional activities must be appropriate,otherwise it will affect the company＇s brand assets.

关 键 词：促销工具 品牌资产 影响 

分 类 号：F274[经济管理—企业管理]