基于品质与品牌关系的中国企业品牌建设理性思考

Rational Thought on Brand Construction of Chinese Enterprise Based on the Relationship between Quality and Brand

在经济全球化背景下,我国企业的发展,经济总量及质量的大幅度提升,必须以品牌建设为前提。品质是品牌建设的基础,是企业参与市场竞争的基本筹码;品牌能为顾客传递品质价值,是企业获利的重要源泉。要搞好品牌建设,必须做好两方面工作,唱响品质标准的三步曲,即制定并完善标准、优化提升标准、走进国际化行列,最终赢得国际化标准制定的话语权、决定权;确立品牌经营新理念,精心培育品牌,精准市场定位。

In economic globalization, brand construction becomes a precondition for the development of Chinese enterprises and ad- vance of economic volume and quality. The brand is the foundation of brand cemtruction and the basic poker chips participating market competition. Brand can transmit the value of quality for the consumers as an important resource of earning profits. We should focus on the following two aspects in brand construction and three steps in quality standards, i.e. making and improving standards, optimizing standards, and stepping into international ranks; winning the power of speaking and decision stipulated by international standards; and establishing new concept of brand business, cultivating brand, and locating market.