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要素品牌战略研究 被引量:3

Research on Factor Brand Strategy
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摘要 要素品牌战略是为某些品牌成品中必不可缺的材料、元素或部件等构成要素所制定的品牌战略。推式原则和拉式原则是要素品牌战略依赖的基本市场原则。在考虑行业竞争强度和要素对最终产品影响的基础上,制定可行的战略规划,分阶段推进要素品牌战略。提高要素品牌收益并尽可能降低风险,必须注意提升要素品牌的价值、加强品牌展示并确保最终产品质量。 Factor brand strategy refers to a type of brand strategy tailored for factors of production including raw materials, elements or parts which are necessary for finished brand products. Pushing principle and pulling principle are the basic market rules on which factor brand strategies are made. Considering the intensity of industrial competition and the effect of factors on the final product, it is suggested that feasible factor brand strategy should be planned and implemented at different phases. In order to increase the revenues from factor brand and reduce the relative risks, attention should be focused on creating factor brand value, strengthening brand show and ensuring the quality of the final product.
作者 屈冠银
出处 《北京劳动保障职业学院学报》 2012年第1期53-56,71,共5页 Journal of Beijing Vocational College Of Labour And Social Security
关键词 要素品牌 要素品牌战略 最终产品品牌 factor brand, factor brand strategy, final product brand
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参考文献3

  • 1菲利普?科特勒.要素品牌战咯[M]上海:复旦大学出版社,2010.
  • 2菲利普?科特勒.营销管理(第9版)[M]上海:复旦大学出版社,1999.
  • 3凯文?莱恩?凯勒.战略品牌管理[M]北京:中国人民大学出版社,2009.

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