| | | | | 名牌竞争战略初探 | | | 张永安,刘赛中 | | | 未来的营销主要是品牌的竞争。优秀的品牌具有识别、保护、促销等功能，中国企业必须实施名牌竞争战略，才能适应市场变化，有效抵御外国名牌的入侵。实施名牌竞争战略，塑造中国名牌是一项综合性系统工程。
【作者单位】：暨南大学商学系!广东广州510632
【关键词】：营销;企业;名牌产品;产品质量;产品竞争
【基金】：国家自然科学基金资助项目!（79770106）
【分类号】：F272.3
【DOI】：cnki:ISSN:1000-5072.0.2001-03-014
【正文快照】：
一、名牌的功能 改革开放二十多年来，随着市场机制的转换和市场竞争格局的变化，营销方式已从价格、质量等单要素的竞争演变为综合性较强的品牌竞争。可以说，品牌竞争是未来市场竞争的综合体现和最高境界。 名牌首先是品牌。营销学者菲利普·科特勒说：品牌是一个名字称谓、符号和设计，或是上述的总和，其目的是要使自己的产品或服务有利于市场竞争。而名牌是成功的品牌，是由长期的高质量、优服务所形成的为广大消费者所喜爱和接受的品牌。其品质必须是符合消费者多方面的需求，是顾客认定的优质优价品，具有高知名度、高美誉度和高市场… | | |  推荐 CAJ下载  PDF下载 | | | CAJViewer7.0阅读器支持所有CNKI文件格式，AdobeReader仅支持PDF格式 | | | | Research of Brand Competition Strategy | | | ZHANG Yong-an LIU Sai-zhong (Department of Comanerce;Jinan University;Guangzhou 510632;China) | | | The marketing in future will be decided by the competition of brand.The good brand have some important use in competition. As China had entered in market of the buyer and China will soon enter WTO, it is extremely important for our firms to set up and Carry out the brand strategy in time to suit the change of situation. It is a systematic engineering engineeringe project that need close cooperation among and support from our finns.government.media as well as consumers so that chinese bland can be wen developed and become more competitive in the market competition.
【Keyword】：marketing;enterprise;famous brand of Products;quality of products;competition of products |
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