对衡阳市企业品牌功联合的认识与思考.docVIP

对衡阳市企业品牌联合战略的认识与思考 摘要：品牌联合逐步发展起来的一种品牌经营策略,为企业赢得更大的竞争优势提供了一个契机,实现企业间的双赢。应用品牌联合必须了解其的内涵和理论依据，以及品牌联合的评价机制，在此基础上，要分析品牌联合的机会与风险，以帮助管理者制定正确的决策。关键词：品牌联合；经营战略；竞争优势 Abstract:As a newly developed brand strategy, brand ally proves effective in gaining more competitive advantages for enterprises by achieving win-win situation. The paper studies this subject as well as the evaluation mechanism concerned. It also analyzes the opportunities and risks brought about by brand ally in order to offer some references for decision making. Key words:brand ally; corporate strategy; competitive advantages 　　 　　目