1995-2009央视标王企业品牌管理问题与对策

Research on Enterprise Brand Management Through 1995-2009 CCTV "Brand Kings" Development

从1994央视黄金时段广告招标至今已有15个年头,"央视标王"在这15年中经历了浮浮沉沉,或风光或没落销声匿迹不为人知;有的企业通过央视标王让自己声名大振;有的花费了千万甚至上亿元的广告费用,却没给他们带来所期盼的利润,标王成为他们衰败的催化剂。依据1995-2009年的"标王"发展历程来探讨中国企业存在的品牌管理问题,化解品牌危机的关键还是主要提高企业的内在管理和实施品牌定位与整合营销传播,增强企业的竞争力和抵御风险的能力,最终获得消费者的认可。

It has been 15 years since CCTV invites bid of gold-time advertisement intervals since 1994. During these 15 years, ＂Brand Kings＂ has experienced numerous changes, some of them declined, some of them became gradually unknown and finally disappeared from people＇s eyes. Some enterprises boosted reputation by ＂Brand Kings＂ title, some Brand King cost hundreds of millions of money on advertisement, but it didn＇t bring them the profit as they expected, even ＂Brand Kings＂ became a catalyst of their decline. In this paper, the author analyzed China enterprises brand management problems by exploring the years of 1995-2009 development of ＂Brand Kings＂. It becomes important to eliminate the brand crisis by carrying out the strategic maintenance to the brand which will increase the intrinsic quality of the enterprises, by brand positioning and BIM, thus enhance the reputation of the product as well as to＇ raise the consumer＇s cognition to the enterprises and improve enterprises＇ competitiveness.