企业品牌研究:现状与展望

A Survey of Enterprise Brand:Present and Prospect

企业品牌是现代管理学研究的热点问题。国外学者主要研究了品牌内涵、品牌价值、品牌选择以及品牌的创建与管理;国内学者主要研究了品牌的内涵和特征、品牌的管理与发展以及品牌的培植和营销战略。目前,重点要加强对品牌营销的市场结构、品牌的运作管理过程以及品牌竞争力的形成机理和评价体系的研究。

Enterprise brand is a hot issue in modern administration.Researchers abroad mainly focused on the connotation,value,choice,establishment and management of brand,while domestic scholars studied the connotation,features,management and development,cultivation of brand and marketing strategies.At present,focus should be shifted to researching market structure,brand competitiveness and appraisement system.