摘要
我国中小企业在品牌管理上普遍存在对品牌的理解不全面、在品牌效益的投入产出上存在投机心理和不善进行品牌的长程投资的弊病。本文从新经济背景分析了我国中小企业加强品牌战略管理的意义 ,并从观念。
There are universal shortcomings in our middle & small sized enterprises concerning the brands: incomplete understanding of brands management, opportunism in the input into the profit of brands and inability to manage long term investment. In this paper, the significance is studied on the enterprises to strengthen brands strategy management under new economic circumstances, with analysis of its operations from concepts, marketing and the enterprises themselves.
出处
《江南大学学报（人文社会科学版）》
2002年第3期40-42,共3页
Journal of Jiangnan University：Humanities & Social Sciences Edition
关键词
新经济
中小企业
品牌战略
new economy
middle & small sized enterprises
brand strategy
