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品牌竞争力综述
引用本文:李杰,余明阳,王琦.品牌竞争力综述[J].上海交通大学学报,2007,41(6):1035-1044.
作者姓名:李杰  余明阳  王琦
作者单位:上海交通大学,安泰经济与管理学院,上海,200052
摘    要:进入21世纪,品牌正在企业经营中扮演越来越重要的角色,企业之间的竞争也越来越多地表现为品牌之间的竞争,品牌竞争力的强弱在很大程度上决定了企业经营的成败.通过对国内外有关品牌竞争力研究的分析,对基于品牌性质、消费者的品牌选择、品牌创建与管理、品牌权益等的综合研究,勾勒出有关品牌竞争力的发展脉络,从而为品牌竞争力理论体系的建构提供了必要的学术基础.

关 键 词:品牌  品牌竞争力  企业经营
文章编号:1006-2467(2007)06-1035-10
收稿时间:2006-09-15
修稿时间:2006年9月15日

The Analysis of Brands Competitiveness
LI Jie,YU Ming-yang,WANG Qi.The Analysis of Brands Competitiveness[J].Journal of Shanghai Jiaotong University,2007,41(6):1035-1044.
Authors:LI Jie  YU Ming-yang  WANG Qi
Abstract:Since the 21st century,brands have been playing more and more important roles in enterprises management.The competition among enterprises is increasingly reflected by brands competitions.The success of enterprises mainly depends on brands' competitiveness.Through the analysis of domestic and(overseas') brands competitiveness, in terms of brands characteristics,consumers' brands choice,brands initiative and management,brands equity and so on,this paper figures out the development outline of the brands competitiveness,and builds up a solid foundation for the theoretical system of brands competitiveness.
Keywords:brands  brand competitiveness  enterprises management
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