摘 要
一个企业是否拥有品牌,既表明其经济实力和市场地位,也反映着企业持续发展力的大小;一个国家是否拥有或拥有多少品牌,既是衡量其经济发展水平的重要标志,也反映着其国家形象和国家竞争力。两者之间的转化才可以提高企业的知名度,并且给企业带来更多的利润。
本文结合中国品牌发展的现状,阐述了国产品牌经营所存在的不足之处,并深入分析了造成现有问题的主要原因。同时参照国内外著名品牌成功的发展经验,对国产品牌今后的发展提出了若干建议。
关键词:活动营销 品牌推广 品牌应用
Whether an enterprise owns a brand represents its economic strength and market position, it reflects its power for sustainable development as well. Whether a country owns famous brands and how many brands does it own, is not only a symbol of its level of economic development but also reflects its national image and competitiveness. The conversion and combination between the two above-mentioned aspects can increase the enterprises’ popularity, and brings them more profits. Concerning the current situations of the Chinese brands’ development the author, in this paper, discusses the existing deficiencies in the domestic brand management, and provides an in-depth analysis on the main causes of the current problems. Meanwhile, the author takes into account the domestic and international famous brands’ successful development, and advances a number of proposals for domestic brands’ future development
Keywords: Event marketing; Brand Promotion; Brand Application
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