品牌英文参考文献原文及译文 第6页
4、Brand and the distinction between several concepts
Brand and trademark, traders are most prone to be confused concept.
Property commodity producers or vendors on the use of the commodity to commodity different from the others as a symbol; Brand is the value inherent in the quality, credibility and all other information combined. Popular said, trademarks such as a person's name and the brand is the overall, include the name and the quality of the trademark brand is one of the organic components, but it does not completely represent the brand. And the firm is the company's name, is generally more brand's trademark enterprises (main brand), The enterprise is different from other enterprises of the most important signs. For product manufacturers, is the use of the trademark is the brand name products; For service enterprises, Brand is implicit in customers for the service each one
The definition of brand strategy
On the definition of brand strategy, there is still no one unified statement. This paper is based on corporate strategy as the foundation of all of the brand strategy described in the summary, come to the brand strategy and the definition of content. Therefore, it is necessary to brief you on corporate strategy
McNicholas scholars to the strategy : the definition of strategic enterprises to use all its technology and resources. in the most favorable circumstances reached a basic goal of the science and art. Alfred Chandler to the definition : Enterprise basic strategy is a long-term原文请找腾讯752018766辣,文;论~文.网
http://www.751com.cn . In this paper, the meaning of strategic enterprises understand : business strategy in the enterprise itself and the external environment, Internal organizational conditions and a comprehensive analysis of capacity on the basis of enterprises from the overall situation, on the long-term development, as well the overall plan.
From the strategic definition and the meaning of enterprise strategy can be seen : Enterprise feature of the strategy is the overall, long-term, competitive, programmatic and systemic.
corporate strategy with the overall situation. Because corporate strategy from the overall situation of enterprises, in light of the overall development needs of the development, It is considered the overall activities of the enterprise, the pursuit of the enterprise's overall results. Although corporate strategy also includes local enterprises, But these local activities as part of the overall activities of the organic components in the strategy. Specifically, the enterprise strategy is not a cause of stress or a particular sector of the importance of the functional departments, but through the development of enterprise's mission, goals and plans to coordinating the activities of various departments.
② enterprises is a long-term strategy. Enterprises. Throat strategy of the strategic decision-making enterprises in the future to a longer period (usually five years or more), How on the survival and development issues such as overall planning. While such decision-making to the external environment and internal conditions of the current situation as the starting point. Wei _ and the current corporate production and management activities are indicators restrictions role, but all these are intended for long-term development. is the long-term development of a knife before. In a rapidly changing and competitive environment, enterprises to survive, to development, the need for future changes to take pro-active attitude. ③This is the formulation of enterprise. Qian one of the aims of the strategy. strategic competitive. Today's market is very competitive market, Enterprises must develop strategies to the enterprise in the market's competitive position as a starting point, it needs analysis for the competitors, the enterprise's competitive advantages and disadvantages of where we are and also must pay constant attention to the strategic competitors, so as to develop and implement their own business strategies, so that corporate strategy from one born with a competitive edge.上一页 [1] [2] [3] [4] [5] [6] [7] 下一页
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