建筑陶瓷行业品牌的宏观环境研究

Macro Environment of Building Ceramic Brands

战略性品牌分析是品牌战略管理者的起点,只有对品牌所处的内外部环境有清醒深刻的认识,对显性或隐性的机会、威胁、优势和劣势有精辟入里的掌握,才可能制定正确的品牌战略和正确地进行品牌执行。本文通过对我国建筑陶瓷行业的宏观环境情景分析,着手从环境、需求和竞争三方面进行了研究,比较系统地予以了展开,以便为建筑陶瓷行业的企业品牌战略制定提供参考。

Strategic brand analysis is a starting point for managing the brand strategy.Only after a deep understanding of the internal and external environment for a brand as well as an incisive and reasonable mastery of the visible or invisible opportunities,risks,advantages and disadvantages can a correct brand strategy be made and carried out.This article investigates the micro environment of Chinese building ceramic industry in three aspects,including environment,demand and competition,with a view to give reference for brand strategy making in building ceramic industry.