人造板生产企业的品牌建设

Brand Building of Wood-based Panel Producers

新常态下,我国人造板行业面临着环保、产能过剩、产品结构调整等多方面压力,在这样的形势下,打造知名品牌,不仅是行业发展的客观要求,也是企业面对压力和挑战的应对之策。笔者结合当前人造板行业面临的客观形势,通过分析比较不同行业的品牌建设规律,总结了人造板企业品牌建设存在的问题,提出人造板企业的品牌建设应以诚信建设为基础,通过向终端消费品延伸、上下游联合等手段,塑造自己的品牌。

Wood-based panel industry in China faces pressures from many different aspects under the New Normal, like environmental protection, over capacity, and products restructure, etc. In such a situation, brand building is not only the objective requirements of the industry development, but also enterprises＇ solution to cope with stress and challenges. According to the current objective situation of the wood-based panel industry, author of this article summed up existing problems in the industry band building through analysis of other industries＇ brand building rules, pointed out that wood- based panel enterprises should build up their own brand on the basis of honesty and credibility, extend its brand to end- consumable, put joint efforts with upstream and downstream peers,etc.