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论西方跨国公司品牌管理的战略性调整.pdf

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  本文关键词:论西方跨国公司品牌管理的战略性调整,由笔耕文化传播整理发布。


网友经管专家近日为您收集整理了关于论西方跨国公司品牌管理的战略性调整的文档,希望对您的工作和学习有所帮助。以下是文档介绍:2210Vol.25No.10200010ForeignEconomies&ManagementOct.2000:F276.7:A:100124950(2000)0920030208(,300071):,2090,,,,,,;,,,,;,,:;;;10,,,,,,,,,,2080,,,(Aaker,1996;Kapferer,1997;Urde,1999;,2000),,2090:2000-06-06:(1965-),,03? 1994-2007 China Academic Journal Electronic Publishing House. All rights reserved. 0,Barwise,2090(BarwiseandRobertson,1992),,,,,,,,:112090,20802090,,,20801700209012000;,2702000,,207080,,,,,,,,2070,,,,,(Mitchell,1999),,,,1991-19941/4,,20,55%,36.5%209025%,20003M,1990,3M50029,6,25%3M,:,,,,2080,1001500,,3M3M,2090,,,,3M,700,413? 1994-2007 China Academic Journal Electronic Publishing House. All rights reserved. ,,:,,,,,,,,,,,,BodyShopIntelNikeVirgin,;,elSeries,,,,,(DoubleJeopardy),,,,,,,,,(),10(,1998),,,,,,80,,,,,,,;,,(),,,,BSN,,Danone,DanoneElidaPonds,90,NiveaNivea,,,90,,,,,SensorAnheusernBuschEagle,,,23? 1994-2007 China Academic Journal Electronic Publishing House. All rights reserved. ,,,,;,,,,,,,,(Conbranding),,,,(Sensor),,,,Nes,Nescafe()Nestea()Nesquik(),,,90,103M,,3M,,,,90IntelInside,90,,75%,19%,(LaforetandSaunders,1999),,,King(1991),,,,,,,EdArtz,,(Keller1998),89%,;71%,,,,,,,,,;,,,,33? 1994-2007 China Academic Journal Electronic Publishing House. All rights reserved. ,,(Aaker,1996;Berthon,1998;Mitchell,1999),,,(HEC)Kapferer(1997),,,,11,,,,,(Gregory,1997),,(1)1,(),,,,,,,,,,,,,,43? 1994-2007 China Academic Journal Electronic Publishing House. All rights reserved. ,(Macrae,1999)2P,(Pride)(Passion)RobertGozeuta,,;,21,1996,,PIFERP(Personalized),;I(Informa2tive),;F(Flexible),;E(Expert),;R(Responsible),PIFER,,,,,,,,20%PIFER,,,PIFER31,,,,(Virgin),,2090,,,20RichardBranson,,,,,,,41PharmaciaNicorette(Urde,1999)1990,PharmaciaABLEO,Nicorette,,1984,Pharmacia,,PharmaciaNicorette,,Pharmacia(),53? 1994-2007 China Academic Journal Electronic Publishing House. All rights reserved. 1,,,(Low,1994),1994,,,,,,,,,,,,,,90,,,,,,(HankinsonandCowking,1997),(Keller,1998)IBM,,(Keller,1998),(CategoryManagement)20802090,,40,,,,2090,,,,,,,,,2,263? 1994-2007 China Academic Journal Electronic Publishing House. All rights reserved. ,,,(),,,,,,,,,,,,,,,,,,,,,,,,,;,,,,;,,,,,,,,,:[1]D.A.Aaker.BuildingStrongBrands[M].FreePress,1996.[2]P.Barwise,andT.Robertson.BrandPortfolios[J].EuropeanManagementJournal,1992,10(3).[3]P.Berthon,J.M.Hulbert,andL.F.Pitt.BrandManagementPrognostications[J].SloanManagementReview,Winter,1999.[4]G.HankinsonandP.Cowking.Brandinginpractice:theprofileandroleofbrandmanagersintheUK[J].JournalofMarket2ingManagement,1997,13.[5]J.Kapferer.StrategicBrandManagement(2nded)[M].KoganPageLimited,1997.[6]S.LaforetandJ.Saunders.Managingbrandportfolios:Whyleadersdowhattheydo[J].JournalofAdvertistingResearch,1999.(1/2).[7]C.Macrae.BrandRealityEditorial[J].JournalofMarketingManagement,1999,15.[8]A.Mitchell,OutofShadows[J].JournalofMarketingManagement,1999,15.[9]M.Urde.BrandOrientation:AMindsetforBuildingBrandsIntoStrategicResources[J].JournalofMarketingManagement,1999,15.73? 1994-

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  本文关键词:论西方跨国公司品牌管理的战略性调整,由笔耕文化传播整理发布。



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