企业品牌竞争力研究

Study on Brand Competitiveness

自20世纪90年代以来,中国已进入品牌竞争时代,品牌竞争力是一个直观却又难以说清楚的问题。文章试图在管理学的基础之上,从品牌竞争力的特点出发,探讨品牌竞争力的研究方法和提升策略。

Since the 1990s,China has entered an era of brand competition.And it is difficult to define what is brand competitiveness.The paper starts from the characters of brand competiveness based on management to explore the research methods and promoting strategies concerning brand competitiveness.