国内强势品牌价值弱化的原因及对策研究

目前我国某些企业忽视自主品牌的培育和发展,单纯地依靠生产某种外国品牌来提高自己短期市场竞争力。对企业这种的短期行为进行了深层剖析,以实例说明在市场竞争中企业拥有自主品牌的重要性,指出成熟型品牌应该警惕品牌价值弱化的倾向,在此基础上,提出了增强品牌核心价值的思路。

Discussion on the Reasons of the Weakening of the Strong Brands of China and Countermeasures

At present,some enterprises in China,which ignore the cultivation and development of the independent brands,only depend on producing some famous foreign brands to improve their short-term competitive ability.This paper makes deep analyses on such kind of short-term behavior,and points out that the enterprises should pay attention to the weakening trend of the value of the strong brands,and based on this,puts forward some ideas for strengthening the core value of the brands.