人们常常把当今的市场竞争归结为品牌的较量、名牌的竞争,这是有一定道理的。因为它反映了现代市场经济发展中的一个重要趋势——科技创新推动新产品的开发越来越快,生产同一种商品的厂家越来越多,销售同一种商品的商场也越来越多。由于这一个“越来越快”和两个“越来越多”所带来的结果,就使消费者的选择天地“越来越大”。在这种形势下,只有在市场上被消费者认可的名牌产品,才会受到青睐。因此,追求名牌、创立名牌、发展名牌已成为当今企业实施的一项重要战略举措。而在名牌战略的研究中,我们 People often attribute the competition in today's market to the contest of brands and the competition of famous brands. This is reasonable. Because it reflects an important trend in the development of modern market economy - science and technology innovation drives the development of new products faster and faster, more and more manufacturers produce the same kind of goods, and more and more markets sell the same kind of goods. As a result of this “faster and faster” and two “more and more,” the result is consumer choice, “bigger and bigger.” In this situation, only the brand-name products recognized by consumers in the market will be favored. Therefore, the pursuit of brand names, the creation of brand names, the development of brand-name has become an important strategic business initiatives. In the study of brand strategy, we