林业企业品牌资产价值增值策略研究

Strategic Research of Improving Brand Equity in Chinese Forestry Enterprises

林业企业的竞争不仅包括产品和服务的竞争,更重要的是无形资产的竞争,尤其是品牌资产的竞争。文章在深入分析我国林业企业品牌资产价值偏低的原因的基础上,进行了提高我国林业企业品牌资产价值增值的策略设计。提出应注重被消费者认同的企业文化和品牌文化构建与传播,充分利用技术市场和资本市场,实现一体化集团式经营,提高林业企业在国内外市场的竞争能力。

The competition content of forestry enterprises not only includes the products and services competition,but also the invisible assets competition,especially brand equity competition.This paper discussed why Chinese forestry enterprises always has lower brand equity,and design the proper strategies for Chinese forestry enterprises to improve their brand equity value.Suggested that should focus on recognition by the consumer culture,corporate culture and brand building and communication,full use of technology and capital markets,integration of syndicated and improve forestry enterprises in the domestic and international market competitiveness.