企业创建品牌与造势  

Brand-Building and Situation-Making by Enterprises

作　　者：邓培林[1] 赵淑玲 

机构地区：[1]西南交通大学经济管理学院,四川成都610031 [2]东方电机股份公司,四川德阳618000

出　　处：《西南交通大学学报（社会科学版）》2004年第1期24-27,共4页Journal of Southwest Jiaotong University(Social Sciences)

摘　　要：　我国的兵家思想源远流长,它凝聚了人类韬略最丰富、最集中的浓缩文化,其中包括了大量适用于现代的思想精髓,为此,在市场经济条件下,就造势理论及其具体应用———品牌效应加以阐述分析,可得出解决市场问题的思路:(1)抢占高新技术制高点———造势;(2)引进技术,缩短与国际名牌差距———乘势;(3)避实击虚,扩大自身的优势———攻势。With a long history, China's military thinking is the richest and most concentrated culture imbued with the human military strategies and much of its essence is applicable to the practice of modern times. Hence, the solutions to the market problems can be acquired through the research on the theory and practical application of situation-making, and through the analysis of brand name effect in the context of market oriented economy. Specifically, the solutions are as follows: (1) Seize a commanding point of high and new technology—situation-making; (2) Import advanced technologies to narrow the gap between the foreign and domestic name brands—taking advantage of the situation; (3) Stay clear of the enemy's strength and strike at his weak point, and develop our advantage—taking the offensive.

关 键 词：企业 品牌营运 兵家思想 造势理论 资本营运 品牌效应 企业 

分 类 号：F273.2[经济管理—企业管理]