摘要
名牌衰败是一种常见的商业现象 ,但使衰败名牌重振雄风却是相当复杂的系统工程。本文提出名牌再造工程 (FBR)概念 ,系统阐述了名牌衰败的状况、产生原因及其评价内容 ,给出了名牌再造工程 (FBR)策划、设计、组织实施以及后管理控制的内容、程序、方法及注意事项。对目前中国企业名牌再造过程中存在的问题进行了分析 ,提出了若干改善对策。
The decline of famous brands is a common business phenomena, and the rejuvenation of the once-famous-brands is a complex system engineering. The paper proposes the concept of famous brand reengineering (FBR), and makes a systematic exposition of the condition, cause and evaluating content of the famous brand decline, including the content, the procedure, the methods etc. for planning, design, organizational implementation and management control of the famous brand reengineering. The problems in the reengineering of famous brands of Chinese enterprises are analysed and some improvement countermeasures suggested.
出处
《工业工程与管理》
2000年第2期14-17,共4页
Industrial Engineering and Management
基金
国家自然科学基金资助项目 !( 7960 0 0 13 )
关键词
名牌再造工程
企业
中国
经营管理
famous brand declined famous brand famous brand reengineering (FBR)
