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商贸流通业品牌建设结构维度与营销战略的最优选择 被引量:2

The optimal choice of brand construction dimension and marketing strategy of commercial circulation industry
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摘要 商贸流通业品牌建设与营销投入的非对称特征,使得我国流通产业发展遭遇瓶颈.本文立足于三维结构下指标构造渠道,以我国流通业为主要研究对象,构建了商贸流通企业品牌价值指数,采用多重序数分类方法分析了市场上的品牌级别构成,并利用灰色关联分析验证了商流类企业和物流类企业与营销投入的滞后期.本文研究表明,我国商贸流通业的品牌建设进程较为稳健,但品牌建设向上提升过程中容易遭受阻力;商流类企业的品牌建设滞后于营销投入2阶,物流类企业的品牌建设滞后于营销投入1阶.
作者 郭琳琳 李爱红 Guo Linlin;Li Aihong
出处 《商业经济研究》 北大核心 2019年第15期23-25,共3页 Journal of Commercial Economics
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