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中国企业品牌建设的误区

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摘要 品牌建设是当前企业运营中的一个重要话题,当中国企业还在羡慕国外跨国巨头由于长期品牌经营所获的高额品牌溢价时,国内企业却还在深陷品牌建设的泥潭。大量的品牌运营和建设费用使企业苦不堪言,甚至望而却步,到头换来的却是财务上更大的赤字和危机,企业大量的投入最后充其量也只获得一个所谓知名品牌的虚名,为什么?当前企业品牌建设中到底出现了什么问题?
作者 霍华
机构地区 开封大学
出处 《市场研究》 2008年第8期45-47,共3页 Marketing Research
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