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公司品牌视角下零售企业竞争优势的构建 被引量:2

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摘要 零售企业要培养竞争优势,实施公司品牌战略是大势所趋。公司品牌定位的明确是零售企业竞争优势的构建基础,公司品牌定位的实现是零售企业形成竞争优势的保证。公司品牌定位需要从三个方面考虑:利益相关者分析、竞争者分析和自我分析。公司品牌定位的实现依赖于品牌内化管理和品牌外部传播两个路径。
作者 贺华丽
出处 《江苏商论》 北大核心 2009年第10期22-24,共3页 Jiangsu Commercial Forum
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