浅析竹藤加工企业品牌战略经营

Strategic Brand Management of Bamboo and Rattan Processors

我国竹藤加工企业经过20多年的发展,虽然产品质量和生产技术有了较大提升,但与国际先进水平和我国经济社会发展的需求相比,仍有较大差距,存在诸如产品档次低、资源消耗多、企业经营受市场影响大等问题。文章认为,为适应我国竹藤产业发展的需要,竹藤加工企业应从产品质量、技术与产品创新、企业文化、品牌传播、制定标准等方面加强经营管理,实施品牌战略。

After 20 years’ development,the bamboo and rattan processors still face a comparative large gap from the advanced international level and could not meet the socioeconomic development in China,though their product quality and production technology improved greatly,such as the low product quality,high consumption of resources, susceptibility to the market changes. The paper argued that bamboo and rattan processors should enhance their management in terms of product quality, technology and product innovation, company culture, brand propagation and standard development, and implement the brand strategy, so as to adapt to the needs of bamboo and rattan industry development in China.