塑造企业品牌个性提升品牌竞争力

随着消费者强调自我和个性需求的追求,市场日益转向多样化、个性化、细分化和复杂化,企业间的竞争也由规模实力竞争、质量竞争、技术竞争逐步转向销售手段竞争、服务竞争、品牌竞争,中国的消费市场已逐步从"商品消费"进入"品牌消费".在"品牌消费"时代,企业能否培育出自有品牌,塑造品牌个性,提升品牌竞争力,将决定一个企业在市场上竞争力的强弱.

Enhancing brand strength through building brand features

As consumers get more and more self-focused through pursuing individualized satisfaction,the Market is becoming increasingly diversified,segmented,individualized and complex.Hence the competition among firms trans- forms from focusing on scale,quality and technology to focusing on marketing,services and brands.China's consum- er market is undergoing its transfer from commodity consumption to brand consumption,where the firm's ability of brand building will determine the firm's competitive strength.