整合营销:打造强势品牌

发布时间：2018-01-16 07:03

本文关键词：整合营销:打造强势品牌　出处：《企业研究》2003年01期 　论文类型：期刊论文

【摘要】：正在营销领域里,“品牌资产”理论早已成为跨国大公司普遍关注和重视的战略课题。建立品牌,也已成为所有谋求长远发展的公司的共同选择。1999年6月,美国PG(宝洁)公司宣布,将把原来依地理区域设置的100个利润中心,重整为7个品牌中心。每个品牌中心负责管理不同的产品类型,同时,这7个品牌中心在编制上将等同于7个全球事业单位。PG建立品牌中心的目的,是要强化系统化、类型化的品牌经营,希望能把创新性产品的开发速度提高3倍,同时要求将现行新产品的市场导入时间缩短一半以上。美国通用汽车(GM)公司,也将整个组织由产品营销系统转换为品牌营销系统。目前,通用的企业体系已完全以品牌为经营核心,也就是由品牌领导产品开发设计、广告策划、通路促销及价格制订等所有活动。这些现象表明,过去以产品为起点的直线型接力式的生产及组织关系,
[Abstract]:In the field of marketing, the theory of "brand equity" has already become a strategic issue that multinational companies pay attention to and attach importance to. It has also become a common choice for all companies seeking long-term development. On June 1999, PGG announced that it would set up 100 profit centers on a geographical basis. Each brand center is responsible for managing different product types. At the same time, these seven brand centers will be the same as seven global institutions. PG will establish the brand center. It is necessary to strengthen the systematic and typed brand management, hoping to increase the development speed of innovative products by three times. At the same time, it is required to shorten the market introduction time of existing new products by more than half. The United States General Motors Corporation (GM) has also transformed the whole organization from a product marketing system to a brand marketing system. At present. The general enterprise system has taken the brand as the core of management, that is, the brand leads the product development design, the advertisement plan, the channel promotion and the price setting and so on. These phenomena indicate. In the past, the production and organization of linear relays, starting with products,
【分类号】：F274
【正文快照】： 在营销领域里,“品牌资产”理论早已成为跨国大公司普遍关注和重视的战略课题。建立品牌,也已成为所有谋求长远发展的公司的共同选择。199g年6月,美国P＆G(宝洁)公司宣布,将把原来依地理区域设置的100个利润中心,重整为7个品牌中心。每个品牌中心负责管理不同的产品类型,同时

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