摘要
本文从对品牌寿命的营销学解释出发,通过对比国内外品牌寿命的差距及其原因,指出品牌在其不同的寿命周期阶段表现出不同的特点和规律,最后就我国企业品牌寿命如何延长提出了自己的看法。
From the marketing explanation of brand's lifespan period, after comparatively analyzes the gap and its reason between Chinese and foreign top brands, the paper points out that brand expresses different characters and regularities in different stages. Finally, the author puts forward its views to Chinese enterprises' brand on how to prolong its lifespan.
出处
《华东经济管理》
2005年第2期102-104,共3页
East China Economic Management
基金
西南石油学院研究生专项培养基金资助课题
关键词
品牌
寿命周期
品牌管理
brand
lifespan period
management of brand
