發(fā)布時(shí)間：2018-07-22 10:23

【摘要】：隨著企業(yè)間的競(jìng)爭(zhēng)日益加劇、產(chǎn)品同質(zhì)化越來(lái)越高,品牌成為比產(chǎn)品本身更重要和更持久的無(wú)形資產(chǎn)與核心競(jìng)爭(zhēng)力,逐漸轉(zhuǎn)變?yōu)楹透?jìng)爭(zhēng)者相抗衡的利器。Hettich公司于1999年進(jìn)入中國(guó)以來(lái),面對(duì)中國(guó)市場(chǎng)環(huán)境的獨(dú)特性,始終發(fā)揮不出強(qiáng)大品牌的優(yōu)勢(shì)。從Hettich公司家具五金品牌營(yíng)銷的現(xiàn)狀出發(fā),通過(guò)重要環(huán)節(jié)的優(yōu)化與改進(jìn),探索其品牌營(yíng)銷的可持續(xù)發(fā)展策略。
[Abstract]:As competition between enterprises intensifies and product homogeneity becomes higher and higher, brands become more important and lasting intangible assets and core competitiveness than the products themselves. Since Hettich entered China in 1999, faced with the unique market environment in China, Hettich has been unable to exert the advantages of strong brands. From the current situation of furniture hardware brand marketing of Hettich Company, this paper explores the sustainable development strategy of Hettich's brand marketing through the optimization and improvement of important links.
【作者單位】： 江蘇教育學(xué)院思政中心;
【基金】：江蘇省高校哲學(xué)社會(huì)科學(xué)研究基金項(xiàng)目“基于GEM模型的企業(yè)品牌營(yíng)銷策略優(yōu)化分析研究——以德國(guó)Hettich家具五金有限公司為例”(編號(hào):2013SJB790011)
【分類號(hào)】：F274;F416.88

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

1 程崇禎,周世民;信譽(yù)及品牌:模型構(gòu)建及其經(jīng)濟(jì)學(xué)分析[J];數(shù)量經(jīng)濟(jì)技術(shù)經(jīng)濟(jì)研究;2004年06期

2 蔣t熎，

本文編號(hào)：2137111