摘要
文章从连锁企业经营特点出发提出了连锁企业品牌发展战略体系,并对连锁企业的品牌开发战略和品牌扩张战略途径进行深入剖析。连锁企业的品牌开发战略主要包括品牌定位策略和品牌命名策略,品牌扩张战略主要包括连锁企业规模扩张战略和多品牌扩张战略。根据连锁企业的经营特色,对各个战略又提出了具体的实施策略。
Based on the characteristic of chain business, the development strategies of chain business is put forward, then its system and brand development strategy are analyzed in-depth. The brand strategy of chain business mainly includes brand positioning strategy and brand naming strategy; brand expansion strategy mainly includes chain scale expansion strategy and multi-brand expansion strategy. According to chain business operation, this paper also proposed various strategies for specific implementation strategies.
出处
《改革与战略》
北大核心
2011年第1期150-152,共3页
Reformation & Strategy
关键词
连锁企业
品牌发展战略
品牌开发战略
品牌扩张战略
chain business
brand strategy
brand developing strategy
brand expansion strategy
