The Brand Strategic Options Based on the Source of Brand Competitiveness

摘要：

After many years rapid development, the Chinese enterprise brand reduced the development speed from 2000, till then, it is even be at a standstill. The paper deeply researches the reasons from the brand competitiveness. The enterprise can implement the technological brand strategy which the brands internal competitiveness is dominant, it can implement the commercial brand strategy which the brands external competitiveness is dominant, and it also can implement the coordinative brand strategy which concerns both technology and commerce. The brand strategy has more correlativity to the industrial evolution. In the industrial growth stage, the enterprise should choose the technological brand strategy. In the earlier half of the mature stage, the enterprise should choose the coordinative brand strategy. In the latter half of the mature stage and the recession stage, the enterprise should choose the commercial brand strategy. The correlativity of them can influence the brands development and achievement. The key reason of Chinese enterprises brand development slowly is the Chinese enterprises havent matched the industrial evolutions need to change the commercial brand strategy which the external competitiveness is dominant to the technological brand strategy.

关键词： Chinese enterprise Brand competitiveness Internal competitiveness External competitiveness Brand strategy Industry evolution

作者: FU Yong ZHOU Yiying

作者单位: School of Management, Southwest University for Nationalities, China, 610041

会议类型: 国际会议

会议名称: 2010 International Conference on Management Science and Engineering(2010年管理科学与工程国际学术研讨会)

会议地点: 成都

会议语种:英文

页码: 161-168

在线出版日期: 2010-11-01（万方平台首次上网日期，不代表论文的发表时间）