美国四大科技巨头公司品牌推广战略分析

BRAND PROMOTION STRATEGY ANALYSIS OF FOUR GIANT TECHNOLOGY COMPANIES IN U.S.

本研究以美国四大科技巨头公司,苹果、谷歌、亚马逊和脸书品牌为研究对象,采用案例分析和定性研究的方法,通过对四大公司的品牌发展、影响性事件、媒体报道等进行同类分析对比,总结四大公司的品牌战略特点。即,苹果公司主打"非同凡响"的品牌独奏战略;亚马逊一直秉持"用户至上"的品牌咏叹调;脸书紧扣"数据"展开多方面的品牌交响战略;谷歌则采用"协同共进",非独裁的品牌协奏战略。无论何种方式,它们都反映出将其与自身当前的核心竞争优势紧密融合,提升品牌的竞争与延展的能力。对于国内企业更好地吸取品牌推广战略经验,打造品牌特色也具有一定的指导意义。

Taking four giant technology companies in U.S. as cases, this paper tries to have a qualitative study of the characteristics of those four companies＇ brand strategies by focusing on the brand development, the impact of events, media coverage, etc. We found that Apple is taking a flagship ＂extraordinary＂ solo brand strategy, Amazon always upholds the ＂Users first＂ brand aria, Facebook closely links to the various brand symphonic strategies based on ＂data＂, while Google is using a non-concerto authoritarian brand strategy of pushing together. Whatever, they all try to combine their current core competitive advantages to their future strategies, thereby to enhance their ability to compete and to extend their own power in the industry. This is of great significance for domestic enterprises to learn their experiences to promote their own branding strategy and to have their own features brand.