企业品牌营销策略优化分析研究——以德国Hettich家具五金有限公司为例
发布时间：2018-07-22 10:23
【摘要】：随着企业间的竞争日益加剧、产品同质化越来越高,品牌成为比产品本身更重要和更持久的无形资产与核心竞争力,逐渐转变为和竞争者相抗衡的利器。Hettich公司于1999年进入中国以来,面对中国市场环境的独特性,始终发挥不出强大品牌的优势。从Hettich公司家具五金品牌营销的现状出发,通过重要环节的优化与改进,探索其品牌营销的可持续发展策略。
[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.
【作者单位】： 江苏教育学院思政中心;
【基金】：江苏省高校哲学社会科学研究基金项目“基于GEM模型的企业品牌营销策略优化分析研究——以德国Hettich家具五金有限公司为例”(编号:2013SJB790011)
【分类号】：F274;F416.88
[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.
【作者单位】： 江苏教育学院思政中心;
【基金】：江苏省高校哲学社会科学研究基金项目“基于GEM模型的企业品牌营销策略优化分析研究——以德国Hettich家具五金有限公司为例”(编号:2013SJB790011)
【分类号】：F274;F416.88
【参考文献】
相关期刊论文 前2条
1 程崇祯,周世民;信誉及品牌:模型构建及其经济学分析[J];数量经济技术经济研究;2004年06期
2 蒋t熎，
本文编号：2137111
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