中国企业在品牌管理中实施CBO问题初探

品牌时代的到来,使得中国企业打造品牌与管理品牌的两种过程必须同时进行。建立CBO的品牌管理制度,才能使品牌得以有效成长。然而,CBO的品牌管理制度在中国的推行在宏观层面和微观层面都存在着许多问题和概念误区,我国企业特别是规模较小的企业应当结合自己的优势资源,充分利用国家政策和扶持,建立CBO的品牌管理制度,来提升整体品牌能力。

CBO and Brand Management of Chinese Enterprises

The coming of the brand era makes Chinese enterprises create brand and manage brand at the same time.Only by establishing CBO brand management system can we make brand grow effectively.However,in pushing CBO brand management system,we have many problems and conceptual errors at the macro and micro levels.China's enterprises,especially the small enterprises should base on their own dominant resources and make fully use of the national policies and support to establish CBO brand management system so as to lift the whole brand competency.