摘要
初级产品在我国的进出口贸易中面临着低附加值、低利润的被动局面。品牌化发展成为时代的必然选择,然而众多企业在品牌形象战略的建设中存在着不少误区。文章从纵横两个维度针对农夫山泉的品牌成长历程开展研究,探索创建品牌形象的阶段规划及策略与方法问题,对阐明消费者品牌忠诚度的影响机制具有参考意义,为初级产品的品牌化发展以及民族品牌的培育提供思路。
Primary products in the import and export trade of our country are faced with low added value and low profit. Brand development becomes the inevitable choice of The Times, however, many enterprises in the construction of brand image strategy exists many errors. From the vertical and horizontal two dimensions for Nongfu spring brand growth course, the article explores that the stages of creating brand image planning and strategy and method to clarify the influence of consumer brand loyalty mechanism has reference significance, for the primary products of the brand and national brand cultivation to provide ideas for development.
出处
《设计》
2016年第1期100-101,共2页
Design
关键词
品牌形象建设
初级产品
农夫山泉
Brand image construction Primary products Nongfu spring
