高科技企业的品牌竞争力

Brand Competitive Power of Hi-tech Enterprises

以往高科技企业多强调研究发展、创新与制造技术的卓越 ,然而在顾客至上的时代里 ,对高科技企业而言 ,要取得竞争优势 ,也必须通过品牌形象以及卓越的服务质量的建立 ,来提高企业的名声及商誉。企业要成功地建立一个品牌形象 ,就必须经过四个重要的阶段。企业形象的塑造 ,由内外部因素决定。同时 ,卓越的服务质量也是高科技企业获得竞争力的重要因素。

In the past, hi-tech enterprises always stressed their achievements, progress, creativity and manufacturing engineering during scientific research; however, in the 'customer highest' era, they must set up branch images and improve service qualities to enhance their good reputation and goodwill. The paper holds that there are four stages for them to successfully establish their brand images; the enterprise images is decided by both internal factors and external ones; the outstanding service qualities is also a vital element for these hi-tech enterprises to acquire competitiveness.