从索尼品牌效应谈我国企业的品牌竞争

To Establish Own Enterprise's Product Brand Competition by Making Use of Sony's Brand Effect

加入WTO后,中国企业面对纷纷涌入的外国跨国公司的激烈竞争,实施产品品牌战略已成为当务之 急。从索尼等品牌效应来看:产品品牌应该是具体而鲜活的,而中国企业所需的产品品牌的建设,应是如何将消 费者对公司的信任转移到对具体产品的拥有上。

After joining WTO, China is confronted with penetration and competition from some powerful transnational corporations. Therefore to execute the strategies of developing own enterprise's brands has become the most urgent topic, This paper tries to argue that the product brand oughtto be concrete and active and to state how the establishment of the which brand which China' s enterprises face transfers customers' trust in thecompany to the possession of the product itself.