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基于信息对称分布的品牌竞争策略选择

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摘要 传统的品牌是以企业与企业、企业和消费者之间有关产品和服务的质量、性能等信息不对称为条件的,其竞争策略的核心是“品牌价值”。以计算机为代表的信息技术的产生与发展,改变了企业与企业、企业与消费者之间的市场关系结构,使围绕品牌而形成的企业与消费者之间的关系结构更加复杂化。信息技术发展不仅有利于企业了解消费者的真实需求,而且也有利于消费者的消费决策,对传统的品牌竞争策略提出了挑战。
出处 《西南民族大学学报(人文社会科学版)》 北大核心 2006年第4期172-175,共4页 Journal of Southwest Minzu University(Humanities and Social Sciences Edition)
基金 西南石油学院科研项目。"新旧经济互动时代的中国企业变革研究"的阶段性成果之一。项目编号(292)
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