用价值创新提升企业的品牌竞争力

我国品牌竞争力低的主要原因是企业采取传统的竞争战略,它的核心是打败竞争对手,采取以同类的产品,通过价格和质量两个方面来维持已有的市场份额;价值创新是一种新的战略思维,通过提供优越的或全新的顾客价值,来获得市场扩张或创造新的市场空间,其核心是赢得顾客,而不是打败竞争对手。我国品牌竞争力的提升需要转变战略思维,以创造优异的顾客价值获取品牌竞争优势。

Enhancing Brand Competitiveness of Enterprises by Value Innovation

The low brand competitiveness of our country relies in traditional competition strategy which takes defeating opponents as its core and expands market share of same product by means of price and qualities. Value innovation as a new strategy refers to the increase of added value and excellent service for customer so as to realize market expansion and create new market. To improve our brand competitiveness, we need to transform our strategic thinking and obtain brand competitiveness advantage by creating superior value for customer.