| 浅谈新经济冲击下我国中小企业的品牌战略 |
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| 引用本文： | 张雳.浅谈新经济冲击下我国中小企业的品牌战略[J].江南大学学报(人文社会科学版),2002,1(3):40-42. |
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| 作者姓名： | 张雳 |
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| 作者单位： | 江南大学,设计学院,江苏,无锡,214064 |
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| 摘 要： | 我国中小企业在品牌管理上普遍存在对品牌的理解不全面、在品牌效益的投入产出上存在投机心理和不善进行品牌的长程投资的弊病。本文从新经济背景分析了我国中小企业加强品牌战略管理的意义 ,并从观念、市场和企情三个方面分析了我国中小企业品牌战略的运作
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| 关 键 词： | 新经济 中小企业 品牌战略 |
| 文章编号： | 1671-6973(2002)03-0040-03 |
| 修稿时间： | 2002年4月1日 |
About Brand Strategy of Chinese MSEs Under Impact of New Economy |
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| ZHANG Li.About Brand Strategy of Chinese MSEs Under Impact of New Economy[J].Journal of Southern Yangtze University:Humanities & Social Sciences Edition,2002,1(3):40-42. |
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| Authors: | ZHANG Li |
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| Abstract: | There are universal shortcomings in our middle & small sized enterprises concerning the brands: incomplete understanding of brands management, opportunism in the input into the profit of brands and inability to manage long term investment. In this paper, the significance is studied on the enterprises to strengthen brands strategy management under new economic circumstances, with analysis of its operations from concepts, marketing and the enterprises themselves. |
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| Keywords: | new economy middle & small sized enterprises brand strategy |
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