可口可乐公司品牌管理的得与失

发布时间：2018-05-26 13:18

本文选题：品牌管理 + 得与失　；参考：《产业与科技论坛》2016年04期

【摘要】：中国的改革开放已历经30多年,中国的市场经济也随之发展了30多年,在这30年的改革发展中,消费者的市场需求发生了飞跃的变化,从最初的仅满足温饱到开始关注产品质量,从只认产品特性到开始注重产品品牌,消费行为已经进入全面化品牌时代。与此对应,社会经济发展从紧缺经济过渡到完全市场经济,市场经济逐渐由卖方市场变为买方市场,市场经济也开始进入"品牌经济"时代。在这个经济时代背景下,企业的品牌管理开始从少数行业的品牌建设转向全面企业品牌时代。各类品牌从无到有再呈现出空前繁荣,无数的品牌经历着由辉煌转入淡落,更有许多品牌历经沧桑却依旧保持着健康的活力。因此,品牌管理策略在众多企业影响因素中占据着首要的地位。
[Abstract]:China's reform and opening up has gone through more than 30 years, and China's market economy has also developed for more than 30 years. During these 30 years of reform and development, the market demand of consumers has changed by leaps and bounds. From the initial food and clothing only to start to pay attention to product quality, from the recognition of product characteristics to start to focus on product brands, consumer behavior has entered a comprehensive brand era. Accordingly, the development of social economy has changed from scarce economy to complete market economy, the market economy has gradually changed from seller's market to buyer's market, and market economy has also entered the era of "brand economy". Under the background of this economic era, brand management of enterprises began to shift from brand construction in a few industries to the era of overall enterprise brand. All kinds of brands from scratch and then present unprecedented prosperity, countless brands experienced from brilliant to light, but many brands still maintain a healthy vitality through the vicissitudes of life. Therefore, brand management strategy occupies the primary position in many enterprise influence factors.
【作者单位】：河北经贸大学工商管理学院;
【分类号】：F273.2;F426.82

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