企业品牌经营模式探析

Analysis on the Enterprise Brand Management Mode

企业品牌经营模式已成为近年来企业管理的热点研究之一。企业品牌已成为企业核心竞争力的重要构成部分。企业品牌经营模式包括企业品牌经营发展阶段模式、企业品牌经营提升模式等。以企业品牌经营为中心,品牌经营发展阶段模式经历创造、维持、发展几个阶段;品牌经营提升模式着重考虑顾客感知价值、消费者偏好、CIS以及企业价值链等重要因素。未来企业组织在品牌经营发展模式与提升模式上相关问题的解决,有利于企业核心竞争的建立。

Enterprise brand management mode has become a hot issue of business administration study in the recent years. Enterprise brand is an important part of enterprise＇s core competitiveness. Brand management mode includes stages of brand development mode, brand upgrade mode, etc. Brand management mode goes through three stages of creation, maintenance and development. Brand upgrade mode focuses on customer perceived value, consumer preferences, CIS as well as the enterprise value chain. The solution to related problems of brand development mode and brand upgrade mode is in favor of the establishment of enterprise＇s core competitiveness.