集团品牌的优化路径

发布时间：2018-06-05 11:11

  本文选题：集团品牌 + 品牌危机　； 参考：《企业管理》2014年06期

【摘要】：正在品牌危机事件频发的时代,正因现在大多数国企并未建立起有效的管理机制,国企在品牌危机解决方面往往显得手足无措。在多元化经营日益普遍的今天,集团企业日渐兴起,集团内企业的来源各异、业态多元、地域多样,如何建设及管理众多的产品品牌、企业品牌,如何将各品牌的力量拧成一股绳,形成品牌合力,实现品牌增值,是集团企业品牌建设首要解决的问题。2013年,在国资委监管的企业中,
[Abstract]:In the era of frequent brand crisis, because most state-owned enterprises have not established an effective management mechanism, the state-owned enterprises often seem at a loss to solve the brand crisis. Today, with the increasing popularity of diversified management, the group enterprises are emerging day by day. The enterprises in the group come from different sources, diversified business forms, diverse geographical areas, how to build and manage numerous product brands and enterprise brands, and how to build and manage a large number of product brands and enterprise brands. How to twist the strength of each brand into a rope, form a brand force, achieve brand appreciation, is the group enterprise brand building the first problem to be resolved. In 2013, in the SASAC supervision of enterprises,
【作者单位】： 北京仁达方略管理咨询公司;
【分类号】：F273.2
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本文编号：1981781