香飘飘品牌创建和管理的实证分析

An Empirical Analysis of Brand Establishment and Management of Xiang Piao Piao

当代社会是商品化的社会,商标品牌在市场中的地位越来越重要,人们对商标品牌的保护日益重视,要想维护企业的商标品牌权益,就要先取得商标专用权,同时在管理过程中制止混淆对保护商标品牌也很重要。香飘飘是国内固体奶茶的知名品牌,其在创建和管理上有独到之处。本文分析了香飘飘品牌在创建和管理方面的做法,并深入分析了其蕴含的品牌理念,总结成功经验,还指出了香飘飘品牌发展中存在的不足和风险,为企业品牌的创建和管理提供理论借鉴。

Contemporary society is a commoditized society;the status of trademark brands in the market is becoming more and more important,and people pay more and more attention to the protection of trademark brands.To protect the rights and interests of the trademark brands of enterprises,it is necessary to obtain the exclusive right of the trademark fi rst,and at the same time,it is also important to stop confusion in the management process to protect the trademark brand.As a famous brand of solid bubble tea in China,Xiang Piao Piao has unique features in its establishment and management.This paper analyzes the brand creation and management practices of the brand,deeply analyzes its brand concepts,summarizes its successful experience,and tries to point out shortcomings and risks in the development of the Xiang Piao Piao brand,to provide theoretical experience for the establishment and management of corporate brands.