中国企业品牌气质塑造问题研究

Study on China's Enterprise Brand Temperament Building

企业品牌效应决定了其产品在消费者心目中的地位,而品牌气质恰恰是企业品牌文化的衍生。运用品牌气质塑造理论,按品牌气质的性质和塑造手段对中国企业品牌气质塑造中存在的主要问题进行了研究,并提出了相应政策建议。

The enterprise brand effect determines the product status in customers＇ mind, and the brand is exactly the derivation of the enterprise brand culture. By using the brand temperament building theory, this paper studies the main problems existing in the China＇s enterprise brand temperament building according to the characteristic and method of the brand temperament, and puts forward relevant policy suggestion.