略论品牌竞争中的文化力作用

On Cultural Effectiveness in Brand Competition

在日趋成熟的市场经济中,品牌已由简单意义上的产品标识演化为综合企业形象,产品质量和文化内涵的鲜明标志,成为企业进行市场营销的主力。在激烈的品牌竞争中,品牌中的文化内蕴成为其标志和灵魂,发挥着重要的市场营销的作用,左右着品牌在市场中的地位。这种无形的“文化力”影响可遍及现代社会经济运营的各个方面,深刻的改变着消费者的意识和行为,为企业打造强势品牌,增强品牌竞争力提供有利的支撑。本文通过对企业品牌竞争与品牌文化的关系探讨,品牌内涵演变以及消费者行为变化对品牌文化需求的必然性分析,着重论述了企业品牌竞争中的文化力作用。

In a tend to mature market economy,brand has become the main force in corporate marketing campaign by evolving from the simple label of a product into the distinct symbol conveying a corporate identity,product quality and its cultural connotation.In the fierce competition among various brands,the cultural connotation as the feature and core of a brand exerts much impact on corporate marketing,and furthermore decides the corporate position in markets.The invisible“ cultural effectiveness” with its antenna reaching various fields in modern market economy,has significantly altered the consumers' attitudes and behavior in purchase.It has therefore become the strong support to a corporate in creating a predominant brand with much more competitive power.This thesis begins with discussing the relationship between brand competition and brand cultural connotation,then makes a study on brand connotation evolvement and consumer behavior conversion,which naturally leads to the cry for cultural marketing,and finally focuses greatly on the functions of cultural effectiveness in corporate brand competition.