摘要
文章在介绍全球品牌百强排行榜由来的基础上,通过解读Interbrand的品牌评价方法,对中国企业品牌目前难以上榜的原因进行了分析,认为中国企业应在发挥成本优势的同时,注重丰富品牌内涵,加强品牌营销和管理,踏实发展,避免浮躁,同时有关部门应对"中国制造"的品牌加以维护和扶持。假以时日,国产品牌定能进入世界顶尖品牌行列。
On the basis of introducing the origin as well as the evolution of the 100 Top Brands ranking, this paper interprets the brand evaluation methodology employed by Interbrand, and analyses the implications of In- terbrand′s evaluation system. Then the detailed reasons why Chinese brands are not included in this list are given by this paper. Prsesntly, for the Chinese enterprises, the first top priority is to internationalize their brands by competing internationally, and this paper puts forward some suggestions concerning this point.
出处
《郑州航空工业管理学院学报》
2008年第1期55-58,共4页
Journal of Zhengzhou University of Aeronautics
