【摘要】：隨著企業(yè)間的競爭日益加劇、產(chǎn)品同質(zhì)化越來越高,品牌成為比產(chǎn)品本身更重要和更持久的無形資產(chǎn)與核心競爭力,逐漸轉(zhuǎn)變?yōu)楹透偁幷呦嗫购獾睦�。Hettich公司于1999年進(jìn)入中國以來,面對中國市場環(huán)境的獨(dú)特性,始終發(fā)揮不出強(qiáng)大品牌的優(yōu)勢。從Hettich公司家具五金品牌營銷的現(xiàn)狀出發(fā),通過重要環(huán)節(jié)的優(yōu)化與改進(jìn),探索其品牌營銷的可持續(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)社會科學(xué)研究基金項目“基于GEM模型的企業(yè)品牌營銷策略優(yōu)化分析研究——以德國Hettich家具五金有限公司為例”(編號:2013SJB790011)
【分類號】：F274;F416.88

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