【摘要】：品牌無論在理論界或現(xiàn)實(shí)市場(chǎng)都是一個(gè)重要的研究課題;基于市場(chǎng)視角,品牌是企業(yè)的核心競爭力之一,是企業(yè)利潤的主要來源;基于營銷理論知識(shí)結(jié)構(gòu)體系,品牌是其中一個(gè)不可或缺的重要組成部分。品牌營銷知識(shí)具備綜合性、系統(tǒng)性和戰(zhàn)略性等特征,在運(yùn)用中非常依賴個(gè)人理解、交流、整合和內(nèi)化的能力;傳統(tǒng)的教學(xué)模式難以實(shí)現(xiàn)教學(xué)目的,有必要對(duì)課程知識(shí)模塊、教學(xué)模式、教學(xué)技巧進(jìn)行研究和探索以提出更為恰當(dāng)?shù)慕虒W(xué)改革方案。從品牌營銷的課程特質(zhì)出發(fā),基于學(xué)生個(gè)人知識(shí)生成和管理視角對(duì)品牌營銷課程進(jìn)行改革,有助于學(xué)生在教學(xué)干預(yù)條件下的知識(shí)生成和內(nèi)化,并將這些知識(shí)運(yùn)用到實(shí)踐中。
[Abstract]:Brand is an important research topic both in theory and in real market. Based on market perspective, brand is one of the core competitiveness of enterprises and the main source of profits, based on the knowledge structure system of marketing theory. Brand is an indispensable and important part of it. Brand marketing knowledge has the characteristics of comprehensive, systematic and strategic, and relies heavily on the ability of personal understanding, communication, integration and internalization. In order to put forward a more appropriate teaching reform plan, the teaching mode and teaching skills are studied and explored. Based on the curriculum characteristics of brand marketing, the reform of brand marketing curriculum based on the perspective of students' personal knowledge generation and management is helpful to students' knowledge generation and internalization under the condition of teaching intervention, and the application of these knowledge to practice.
【作者單位】： 成都信息工程大學(xué)商學(xué)院;
【分類號(hào)】：F273.2-4;F274-4;G642.0

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