生态理论下的品牌竞争力提升

Research on Brand Competitiveness in Ecology Perspective

如特劳特所说的那样,营销不是产品之争,而是观念之争,产品同质化趋势使其功能上的优势逐渐减弱,而情感性附加值正取代产品本身成为品牌发展的重要内容,由此可以看出,品牌时代已经来临。品牌竞争力是企业核心竞争力的表现形式,品牌竞争力的强弱直接决定企业的生存和发展。

Just as Jack Trout＇s words： marketing doesn＇t mean the competitiveness of the products, but of the sense. The trend of the products＇ homogenesis makes the strength of the quality become weaker and weaker, and the emotional value instead of the quality becomes the core competitiveness of the brand, we have to say , the brand era of is coming. Brand compet;itiveness is the a form of the core competitiveness , and the brand intensity will be the main factor of the development of the enterprise.