关于青啤品牌发展的探索与思考

Exploring and Pondering on the Development of "Tsing Tao Beer" Brand

在市场经济的发展过程中,品牌正在发挥着越来越重要的作用。企业要想在激烈的市场竞争中生存和发展,就必须确立自己的品牌优势。本文通过青岛啤酒这个百年品牌的历史沿革、创新再造的过程,阐明了企业必须要充分认识到品牌战略对企业的重要意义,塑造卓越品牌,树立世界级的中国强势品牌形象,为公司迈向国际化大公司积聚核心竞争资源优势。

With the development of market economy, brand plays a more and more important role. To survive and develop in such fierce competition, an enterprise must gain its own brand advantage. In this article, by analyzing the process of evolution and innovation of ＂Tsing Tao Beer＂ ——a hundred-year brand, the author clarifies that an enterprise must realize the great importance of brand strategy, build excellent brands, establish powerful world-class brand image, and accumulate core competition resource advantage for its globalization.