B2B企业要素品牌战略的基本要求与实施条件分析

Analysis on Basic Requirements and Implementation Conditions of Elementary Brand Strategy for B2B Enterprises

在经济全球化的背景下,企业越来越重视差异化竞争优势的开发,以稳固其市场地位。这种差异化竞争优势的建立逐渐从有形资产向无形资产转化,即品牌化。由于面临的最终顾客的差异,在转化过程中B2B企业面临的困难远大于B2C企业。文章通过对要素品牌战略的研究,为B2B企业提供了品牌化的有效途径。在阐述了要素品牌战略的形成背景和概念后,确定了要素品牌的动机,即以要素品牌或成分品牌为中心,它与最终产品生产商结成联盟以便为要素品牌建立品牌知名度,从而通过价值链产生拉动效率。从而进一步分析出该战略的实施要求与基本条件。

In the background of economic globalization,enterprise attaches more and more importance on development of differentiation competitive advantage in order to consolidate its market position.The establishment of the differentiation competitive advantage is gradually transformed from tangible assets to intangible assets,namely branding.Due to being confronted with differences of the ultimate customers,B2B enterprise faces more difficulties than B2C enterprise in the transformation process.Through the study of the elementary brand strategy of this paper,this paper provides B2B enterprise with effective way in branding.After describing the forming background and concepts of elementary brand strategy,this paper makes clear the elementary brand＇s motives,namely taking elementary brand or ingredient brand as the center,it makes an alliance with the final product manufacturer in order to build brand awareness for the elementary brand,and through value chain to produce stimulating efficiency.Thus make further analysis of the implementation requirements and basic conditions of the strategy.