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过去的十年中企业界和新闻媒体都十分热衷于品牌话题,并将此提到了企业生死攸关的高度,可我们却只能用一首流行歌曲的歌名采形容它,叫做“糊涂的爱”。 第一是消费者糊涂。品牌本来是为了消费者现场购买方便,而消费者对商品的实际价值缺乏鉴别力,全凭认识价值购物,这就是只能被品牌牵着鼻子走。比如,浙江生产的领带换了个洋品牌就能以十倍的高价卖出。人们的品牌消费知识远未达到成熟的境界。 第二是企业糊涂。20世纪90年代
In the past ten years, the business sector and the news media have been very enthusiastic about brand topics and have referred to the height of an enterprise's life and death. However, we can only describe it as a song of popular songs, called “confused love” . The first is consumer confusion. The brand was originally intended for consumers to buy convenience site, and the lack of consumer value of the actual value of the commodity, based on the value of the whole shopping, this is only the brand holding the nose go. For example, a tie made in Zhejiang for a foreign brand can sell at a tenfold higher price. People's brand of consumer knowledge is far from mature state. The second is business confused. 1990s