企业品牌营销策略优化分析研究——以德国Hettich家具五金有限公司为例  

Analysis of Optimizing Brand Marketing Strategies : a Case Study of German Hettich Furniture Hardware Co., Ltd

作　　者：吴蓓蕾[1] 

机构地区：[1]江苏教育学院思政中心,江苏南京210013

出　　处：《价格月刊》2013年第7期67-71,共5页

基　　金：江苏省高校哲学社会科学研究基金项目"基于GEM模型的企业品牌营销策略优化分析研究--以德国Hettich家具五金有限公司为例"(编号:2013SJB790011)

摘　　要：随着企业间的竞争日益加剧、产品同质化越来越高,品牌成为比产品本身更重要和更持久的无形资产与核心竞争力,逐渐转变为和竞争者相抗衡的利器。Hettich公司于1999年进入中国以来,面对中国市场环境的独特性,始终发挥不出强大品牌的优势。从Hettich公司家具五金品牌营销的现状出发,通过重要环节的优化与改进,探索其品牌营销的可持续发展策略。With the increasingly fierce competition among enterprises,product homogeneity becomes higher,so the brands are taken as more lasting intangible assets and core competencies than products and become sharp tool between competitors.Since its landing in Shanghai in 1999,Hettich has failed to display its strong brand advantags faced with the uniqueness of Chinese market environment.Based on current brand marketing situation of Hettich,this paper discusses ways to optimize and improve important links and strategies of brand marketing.

关 键 词：竞争 品牌营销 品牌收益 网络营销 

分 类 号：F713.6[经济管理—产业经济]