品牌经营的一种新形式──品牌企业

Brand Enterprise──A New Form of Brand Operation

品牌企业,一种新型的品牌经营形式。这种企业既没有自己的生产加工场地和设施,也没有自己的商场和店面,然而,却经营着自己品牌的商品。从生产厂家的角度看,品牌企业属于销售商,但从商家的角度看,品牌企业又属于地道的生产商。品牌企业的经营过程可分为五步、经营要点可以概括为七点。与经营同种产品的其它类型的企业相比,品牌企业既有优势,也有劣势。

Brand enterprise is a new form of brand operation. The form of enterprise has no production site or store,but it operates with the merchandise of its own brand. From the manufacturers' viewpoint,it belongs to business organization. But from commercial departments' view point,it belongs to a genuine manufacturer. The operating process of brand enterprise is divided into five steps. The main part of operation may be summedup as seven points. As compared with other forms of enterprise,it has strong points,but also weak points.