日本企业品牌战略研究评述

Literature Review of Japanese Company's Branding Strategy

本研究通过文献分析的方法对日本企业品牌战略的特点及其产生的原因进行了总结和分析,认为日本企业在选择品牌战略时更注重对企业品牌的建设。从管理的角度来看,特殊的流通渠道及独特的企业文化使得日本企业更愿采用集约型的品牌管理方式;而从消费者的角度来看,日本消费者对企业品牌的忠诚度更高,并且更容易受企业品牌影响。

This study aims to analyze characteristics and formation of branding strategy of Japanese companies.By using the method of literature review,it finds that researchers hold the view that Japanese companies take much account of corporate brand in designing their branding strategy.From the aspect of management,some literatures argue that Japanese companies tend to attach great importance to corporate brand when they launch new products or make advertisement.In the view of consumer behavior,Japanese consumers show more loyalty to the corporate brand and they are much easier to be influenced by the corporate brand image when evaluating the products.