| 国外企业创名牌的战略和策略 |
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| 引用本文： | 刘汉民.国外企业创名牌的战略和策略[J].南开管理评论,2000,3(3):75-77. |
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| 作者姓名： | 刘汉民 |
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| 作者单位： | 南开大学经济学系 |
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| 基金项目： | 本文为国家科委(现科技部)软科学项目(项目编号：97020)《名牌战略与民族工业案例研究》的分报告之一，发表时作了修改。茅于轼、郑明身、张世贤等学者参加了项目鉴定。 |
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| 摘 要： | 在企业市场化和国际化的过程中，名牌有着巨大的经济和社会效应。本文通过对国外名牌的案例分析，概括总结了国外名牌的一般特征、国外企业创名牌的战略和策略。作者把名牌战略分为5种模式以质取胜型、规模领先型、技术先导型、价廉物美型和服务至上型。从策略上看，有广告宣传、公关策划、捐助、展示等。
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| 关 键 词： | 名牌 战略 策略 |
The Strategies and Tactics for Overseas Enterprises in Creating Famous Brand |
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| Liu Hanmin.The Strategies and Tactics for Overseas Enterprises in Creating Famous Brand[J].Nankai Business Review,2000,3(3):75-77. |
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| Authors: | Liu Hanmin |
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| Abstract: | During the process of marketization and internationalization, brand is of great economic effect.This paper summarizes overseas famous brand's general characters, strategies, and tactics, by case analyse. In author's opinion, there are five strategic models. Quality oriented; scale - oriented; technology-oriented price - orientedand service - oriented. As far as tactics, there are many ways to creat famous brand, such as advertisement propaganda, PR plan, donation, display, etc. |
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| Keywords: | Famous Brand Strategy Tactics |
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