品牌生命周期的形成机理及其管理控制

Procreant Mechanism and Management & Controlling of a Brand Life Cycle

随着知识经济的到来,以及全球经济一体化的形成,品牌已成为现代市场竞争的制胜法宝。文中从品牌生命周期及其形成机理出发,探讨品牌生命周期各阶段的特征,以期企业在品牌经营的过程中实施相应的管理和控制策略。

With the coming of the knowledge economy and the uniting of the global economy, name brands have been becoming the key in modern market competition. Starting from the point of the brand's life cycle and its procreant mechanism, this article discusses the characteristics of a brand's life cycle in different stages in order to take corresponding management and controlling tactics during the brand's operation in enterprises.