试论中国企业品牌运营误区及管理策略

Exploration of China enterprise operated-brands zone of error and management strategy

随着WTO的加入 ,中国面临全球经济一体化 ,品牌问题已经成为全球性的热门话题。但在品牌管理方面 ,我们中国企业仍然相当落后 ,有时甚至陷入品牌运营的误区。本文对中国企业实战中品牌运营四大误区进行了剖析 ,并就品牌运营的核心内容及管理策略提出了作者自己的观点和看法 ,以供企业经营决策者借鉴。

With the joining in WTO, China will be faced with the global integrated-economy. The question of brands has already become the global topic. But in the field of brands-management, our enterprise is still backward. Sometimes, they even fall into the zone of error being operated-brands. The paper analyses China enterprise operated - brands the wrong four - zone in the course of managing. And as far as the kernel of operated-brands and the management strategy are concerned, author states own opinion to the enterprise managers to study.