我国高端消费品的品牌创新与策略  

作　　者：郑玉香[1] 梁红[1] 

机构地区：[1]上海海事大学经济管理学院

出　　处：《企业经济》2015年第7期27-30,共4页Enterprise Economy

基　　金：国家社科基金项目"大学生文化消费教育引导对策研究"(批准号:12BJY125);教育部人文社科项目"新兴经济体形象对跨国并购后品牌影响效应研究"(批准号:13YJC630230);上海市教育科学项目"大学生文化消费教育引导对策研究"(批准号:B14026);2014长三角课题"长三角高端消费品展销服务平台研究"(批准号:CELAP2014-YZD-06)

摘　　要：品牌的创新是指将品牌的不同要素进行组合,使品牌为企业带来更多的附加值。而高端消费品的高价格、高品质、高附加值、独特、稀缺性等特点决定了高端消费品为消费者带来的无形价值——品牌资产要比其有形价值——实用功能高出好几倍。所以,品牌的创新对于高端消费品来说尤其重要。目前我国高端消费品品牌大都模仿国外高端消费品品牌,缺乏自主创新,导致我国高端消费品外流现象极为严重。为了解决这一问题,高端消费品企业可以从产品创新、品牌战略创新、销售渠道创新等几方面来对品牌要素进行重新组合,实现品牌的创新,为企业带来高附加值。Brand innovation refers to the combination of different elements of brand which brings more added values for enterprise. High- end consumer goods have the features of high price, high quality, high value- added, uniqueness and scarcity which determine that the intangible value brand assets are several times higher than its tangible value- practical function. So the innovation of the brand is particularly important for high - end consumer goods. At present, most of high - end con- sumer goods brands in our country imitate foreign high- end consumer goods brands, which lacks independent innovation, leading to the serious phenomenon of the overflow of high- end consumer goods. In order to solve this phenomenon, high - end consumer goods companies can combine the brand elements by product innovation, brand strategy innovation and marketing channel innovation to realize the brand innovation and make high added value for the enterprise.

关 键 词：高端消费品 品牌 品牌创新 品牌战略创新 

分 类 号：F273.2[经济管理—企业管理]